CTV's Audience Addressability Presents Key Hurdle Amid Advertising Growth
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The rapid shift from traditional cable to streaming platforms continues to reshape the media landscape, forcing advertisers to follow audiences onto connected TV or risk being left behind with legacy linear TV. But while the transition is well underway, a critical piece of the puzzle remains underdeveloped: addressability, according to a recent report by audience identity firm ID5 Technology.
Despite CTV’s promise of precise, data-driven targeting, more than half of respondents in ID5’s “State of Digital Identity 2025” survey said the industry still lacks robust identity solutions to fully capitalize on CTV’s potential.
CTV is on a clear growth path, but the advertising infrastructure hasn't caught up yet, the report said, citing a growing gap between where the audience is and where identity resolution needs to be.
