The case for connecting the dots in CTV advertising

Abigail Roulston, vp of marketing, Blis

The growth of connected TV has been nothing short of explosive. Viewers are streaming more content on CTV than ever before, eclipsing broadcast and cable viewership combined. This surge presents a valuable opportunity for advertisers to connect with highly engaged audiences.

However, this evolving landscape also brings significant challenges. Many advertisers are struggling to unify these disparate touchpoints into a coherent, effective media strategy. As eMarketer pointed out, the foundational pillars of digital advertising — identity and measurement — are fading and fragmented within the CTV ecosystem. Disconnected CTV buys are increasingly out of sync with the broader omnichannel marketing mix, leading to inefficiencies and missed opportunities.

Fragmentation poses a significant hurdle for marketers. While CTV offers premium content and high engagement, marketers are often limited to narrow, publisher-specific datasets or modeled IDs that don’t translate well across platforms. This makes it difficult to activate audiences at scale or to pinpoint what’s actually driving the impact of marketers’ campaigns. An eMarketer report reinforces this challenge: 55% of CTV marketers cite signal loss as their top concern. And, as more environments go ID-less — particularly on iOS and across device manufacturers — that problem is only intensifying, making it harder to track and attribute conversions.

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