Television Industry Braces for a 'Bumpy Road' as Connected TV Scales Up

Measurement, fragmentation and rise of programmatic are all part of the growing pains

With connected TV ad spend expected to hit $10.8 billion by the end of 2020 and balloon to $13 billion by 2021, the CTV space is undoubtedly having a growth spurt. But that acceleration comes with growing pains—and they are being felt by people on all sides of the industry.