Connected TV

Advertisers Want the Process of Buying CTV to Feel More Like Traditional TV

New tools are a step toward greater transparency, but problems still abound

Advertisers Want the Process of Buying CTV to Feel More Like Traditional TV — With a fragmented landscape of sellers, advertisers are buying with inconsistent visibility, writes Catherine Perloff.Photo Illustration: Trent Joaquin

By Catherine Perloff

February 7, 2022

Tech companies, cross-industry groups and trade bodies are all trying to figure out connected TV’s teething problems.

Catherine Perloff

Catherine is Adweek's platforms reporter.

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