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1、In association withPublished March 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval system,without prior permission in writing from the pub

2、lishers.Copyright ExchangeWire Ltd.2025 Fragmentation in CTV A Rakuten Advertising x ExchangeWire DeepDivePage 2 of 27Published March 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recordi

3、ng or any information storage and retrieval system,without prior permission in writing from the publishers.Copyright ExchangeWire Ltd.2025 |In association withCONTENTSExecutive summary 3Key findings .4Methodology.5Impact of fragmentation in CTV on advertising strategies and ROI 6Challenges faced due

4、 to CTV fragmentation 10Data privacy and compliance concerns associated with CTV fragmentation 13Measuring effectiveness of CTV 14Tools used to navigate CTV fragmentation 16Frequency of CTV advertising strategy adjustment due to market changes 18Factors for prioritisation of CTV platforms when alloc

5、ating advertising budget 19Support/resource required to help better navigate challenges of fragmentation in CTV market 20Likelihood of using scaled walled garden over open market aggregated/democratised solution for CTV 22Emerging CTV trends affecting fragmentation in next 24 months 23Concern with i

6、ncrementality measurement in CTV advertising campaigns 24Page 3 of 27Published March 2025.All rights reserved.No part of this publication may be reproduced or transmitted in any form or by any means,electronic or mechanical,including photocopy,recording or any information storage and retrieval syste