Connected TV (CTV) is a game-changer in digital advertising. But like any emerging channel, it comes with its own set of growing pains. For advertisers to make the most of this powerful platform, it’s essential to understand the challenges in CTV advertising—and more importantly, how to overcome them.
Fragmentation Across Devices and Platforms
The Challenge:
CTV operates across a wide variety of devices (smart TVs, streaming sticks, gaming consoles) and platforms (Roku, Amazon Fire TV, Samsung, LG, Android TV, etc.). This creates inconsistent ad formats, different measurement standards, and scattered inventory.
How to Overcome It:
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Use a multi-platform DSP like The Trade Desk or Google DV360 to unify buying across publishers.
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Partner with aggregators or CTV ad networks that offer consolidated inventory.
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Focus on cross-platform creatives that are optimized for all screen sizes and resolutions.
Lack of Standardized Measurement
The Challenge:
CTV lacks a universal currency for performance metrics. Different platforms offer different definitions for impressions, completion rates, or viewability. As a result, advertisers struggle to compare CTV results to other channels.
How to Overcome It:
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Adopt industry standards such as VAST (Video Ad Serving Template) and Open Measurement SDK.
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Use third-party measurement tools like MOAT, Nielsen DAR, DoubleVerify, or Comscore.
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Implement attribution models that connect CTV impressions with downstream actions (app installs, web visits, purchases).
Limited Interactivity and Conversion Paths
The Challenge:
Unlike mobile or desktop, CTV lacks native interactivity—there’s no mouse to click, and not every user is willing to scan a QR code or switch devices.
How to Overcome It:
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Use QR codes in CTV creatives that drive users to a landing page or app store.
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Sync your CTV ads with companion ads on mobile or tablet for cross-device conversions.
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Incorporate shoppable or interactive ads where platforms support them (e.g., Amazon Fire TV, Roku).
Ad Fraud and Invalid Traffic
The Challenge:
Despite being premium inventory, CTV is not immune to fraud. Spoofed devices, misrepresented inventory, and fake impressions can drain ad budgets.
How to Overcome It:
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Buy inventory from verified SSPs and publishers only.
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Use pre-bid and post-bid fraud protection tools like IAS (Integral Ad Science), White Ops (HUMAN), or DoubleVerify.
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Request app-level transparency—insist on knowing where your ad ran.
Frequency Capping and Ad Fatigue
The Challenge:
Without proper frequency management, viewers might see the same ad multiple times across devices and platforms—leading to wasted impressions and negative brand sentiment.
How to Overcome It:
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Implement cross-platform frequency capping via a centralized DSP.
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Use sequential messaging instead of repetitive ads—tell a story over multiple touches.
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Monitor user-level frequency reports and adjust delivery settings in real time.
The Challenge:
CTV ads often come at a higher Cost Per Thousand (CPM) than mobile or desktop. This can discourage budget-constrained brands from testing the platform.
How to Overcome It:
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Look beyond CPM—focus on Cost Per Completed View (CPCV) and Cost Per Acquisition (CPA).
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Use targeted buys (rather than broad-reach campaigns) to lower waste.
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Optimize with lookalike audiences and retargeting strategies to drive more efficient outcomes.
