For all of CTV's advantages and its growth, particularly since COVID, buyers continue to be frustrated by inability to to see impressions, reach and frequency by inventory source, and other transparency problems..

People who consistently watch multiple hours of streamed content each week also watch many hours of broadcast and basic cable. But brands seeking mass-market reach these days may need to put AVODs in the mix, says TV data company Alphonso.

Daily average time spent on TV-connected devices has grown by 20 minutes over two years, and 12 minutes in the past year alone, Nielsen reports.

Research shows that consumers want personalization from CTV and other platforms. And for marketers, personalization is supposed to be a core benefit of CTV. So what's the holdup?