CTV, OTT Offer Many Positives, But Transparency, Frequency Issues Remain

CTV and OTT offer plenty of positives for brands — including business outcomes and reach — yet persistent problems remain, according to a new survey by Advertiser Perceptions and local/regional streaming ad-sales group Premion.

Nearly 40% of those surveyed cite a lack of transparency among streaming platforms. And nearly 40% say “fragmentation” has another problem — too many CTV platforms and providers.

Another persistent issue is managing frequency issues across all publisher platforms, with 37% of respondents citing this issue, while another 33% are concerned about measurement issues.

Read more on MediaPost here.