Marcus, now on CIMM's board, says measurement is "a team sport, and it's hard to be both fast and right," but the recent progress is encouraging.

The analysis shines a spotlight on CTV's general limitations and lack of transparency when it comes to contextual ad placement.

While 74% of North American adults are at least ad-tolerant, that's down 4% from a year ago - and 31% say they typically stick with ad-supported streamers for just three months.

Seventy percent of senior brand execs recently surveyed said that their creative for CTV and other digital platforms is basically the same, although there are some variations on the central campaign theme.

Meanwhile, an iSpot.TV solution - and GroupM-shepherded effort to develop new CTV viewability standards - announced last June are still in beta.

Marketers report finding ways to work around "currency" and cross-channel measurement issues, upping CTV budgets, and harnessing programmatic buying.

That's up from an average 13% between October 2021 and January 2022, per Pathmatics data.

Combining retailers' transactional and consumer profile data with TV's engagement factor and increasingly sophisticated targeting will create a uniquely powerful marketing opportunity.