These agency buyer sentiments are important because they point to addressable and connected TV having solidified in the marketplace.<\/p>\n

That tipping point starts with responding to consumer behavior, but it continues in the proliferating number of ad options available in the channel.<\/p>\n

“It’s critical to understand the dynamics of the connected TV marketplace, because we know that it is dynamically and rapidly changing,” Weeks says.<\/p>\n

“We’re seeing new partners emerge. We’re seeing reach in different places and spaces, and it’s becoming far more competitive. It’s also becoming more competitive for where you can reach your consumers within ad-supported environments.”<\/p>\n

Easing complexity<\/h2>\n

Still, as ad buyers lean into CTV and addressable opportunities, they nevertheless must brace themselves for a world of complexity.<\/p>\n

Repeated buyer sentiment surveys tend to show up frustration at what is a fragmented landscape, unlike TV before it.<\/p>\n

Digitas’ Weeks is excited by the opportunity to reach individual customers at distinct points in their buying journey and the ability to reduce ad loads.<\/p>\n

But she wants to reduce fragmentation in doing so.<\/p>\n