Observed Signal · Dec 18, 2025 · Opinion/Analysis · Source: VideoWeek · Impact: 2/5 · Sentiment: Positive
Why Fragmentation in CTV Might Be a Good Thing
Callum Guthrie, VP of Product Management at Innovid, argues that fragmentation in connected TV (CTV) advertising, while often viewed negatively, can be beneficial. The piece contrasts CTV with the centralized power seen in display and social advertising, noting that major CTV players have built vertically integrated platforms (Amazon, Disney, Comcast, Roku, Netflix, Paramount, Warner Bros. Discovery) and that no single publisher controls a majority of inventory. This distributed structure is described as maintaining competition, openness to negotiation, and interoperability. However, fragmentation still requires investment in cross-platform measurement, frequency management, audience deduplication, and performance optimization, along with connective infrastructure and partnerships to stitch identity systems and reporting across dozens of publishers. The article concludes that fragmentation is solvable and can yield a healthier, more durable ecosystem for buyers and sellers alike, avoiding the monopoly risks seen on the open web.
Industry perspective on fragmentation in CTV; moderate impact
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Key Takeaways & Evidence Grounding
- Cited major vertically integrated CTV platforms include Amazon, Disney, Comcast, Roku, Netflix, Paramount, and Warner Bros. Discovery.
- The article asserts that no single company controls a commanding majority of CTV inventory; power is distributed among major platforms.
- The CTV landscape features dozens of major publishers.
- Cross-platform measurement, frequency management, audience deduplication, and performance optimization require connective infrastructure.
Connected Companies & Entities
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Related Market Signals & Shifts
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Navigating the Fragmented Connected TV Advertising Landscape
Connected TV (CTV) is growing but remains fragmented across streaming services, mediatheques, video platforms, broadcasters, device makers, and operating systems. The ad ecosystem behind the TV screen involves many players, with legacy sales structures colliding with new platform logics, prompting questions about who will lead and who can be trusted. Industry voices from PubMatic and Virtual Minds argue that no single actor currently holds all the leverage, while tech providers are well positioned to consolidate inventory across platforms. Traditional broadcasters and publishers remain trusted sources for premium inventory, and cooperative distribution can enable scale and standardization. Platforms and device manufacturers are gaining importance by aggregating audiences and leveraging first-party data and ad infrastructure, though transparency and potential conflicts persist. Programmatic trading is increasingly the norm for CTV, often via Private Marketplaces or curated deals, with ongoing work on cross-inventory measurement and the convergence of CTV with linear TV and retail media.
Fragmented TV Advertising: Measurement and Partnership Solutions
The article argues that TV advertising is increasingly fragmented across linear TV, streaming, connected TV (CTV) and digital channels, which creates measurement and attribution challenges for advertisers. While fragmentation complicates getting a consistent view of performance, it also opens opportunities for incremental reach. The author recommends greater transparency, measurement of quality of reach (engagement, attention, frequency and placement), and collaborative partnerships between data, measurement and inventory providers. Success requires stronger data foundations, smarter identity resolution, and planning tied to business outcomes so advertisers can turn fragmentation into measurable and accountable performance.
NFL Streaming Draws Millions, But Attention Lags Ratings
A new TVision report reveals a significant gap between NFL streaming audience reach and actual viewer attention. While Amazon's Lions-Bills game drew 18.6 million viewers and Netflix's 49ers-Rams matchup averaged 18.5 million, attention ratios across eight apps and networks ranged from 50% to 59%, averaging 53%. The report highlights that large audiences don't guarantee high attention, as seen in World Cup matches where smaller audiences ranked higher in attention. For example, in the Lions-Bills game, co-viewing fell from 1.6 to 1.4 in the second half while attention rose from 57% to 59%. Conversely, in the Vikings-Bears game, attention dropped after a key player left, despite stable co-viewing. TVision also found a 'halo effect' where ads first seen in NFL playoff games received higher attention in subsequent NFL programming. The findings suggest traditional ratings metrics may not fully capture viewer engagement as streaming becomes more prevalent in sports.
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