CTV is booming - but will the absence of a unified approach ruin its potential?

4 Aug 2023

CTV is forecasted to surpass linear ad spend this year, but challenges persist due to lack of standardization and privacy concerns, says Valbona Gjini (VP, marketing & communicaions, ID5). Here she explains why the only way to truly unlock CTV’s potential is through a common currency.

Insider Intelligence forecasts that ad spend on connected TV (CTV) will surpass that of linear for the first time this year. While CTV offers incredible opportunities for brands to connect with consumers in innovative ways, there are also significant challenges.

The lack of standardization across CTV providers and the concerns surrounding privacy have been hampering CTV's progress. Moreover, the disjointed integration of CTV into omnichannel marketing strategies adds to the complexity. These hurdles can all be traced back to one fundamental issue – the absence of a common currency to identify users, collect their consent, and activate data effectively on CTV.