In this DeepDive, containing original quantitative research from Rakuten Advertising, we examine the challenges advertisers are facing due to fragmentation in the connected TV (CTV) landscape, looking at the tools that can be used to navigate it, and the resources required for this.

CTV’s inventory scale has become very significant and, when combined with the promise of data-driven targeting, advertisers have a powerful opportunity to connect more directly with their target audience. However, as with many other advertising channels, one challenge in particular persists: fragmentation. For advertisers who want to roll out their campaigns across multiple channels within the TV ecosystem, fragmentation is a challenge that is hard to avoid.

How widespread is the problem? Download now for more insight on the challenges advertisers are facing today as a result of fragmentation, and the tools and platforms that they are turning to in order to resolve these issues: