The State of CTV: Measurement's Identity Crisis
Why measuring connected TV is hard, and how context restores clarity.
Advertising Week NY 2025 made one thing clear: Connected TV measurement is still fractured, and the panels acknowledging it offered no consensus fix. The infrastructure never kept pace with streaming. Legacy panels weren't built for multi-device households, cookies don't work for TVs, and walled gardens deepened the fragmentation. Per the IAB, 78% of agency buyers cite inconsistent measurement as their number-one CTV challenge, which inflates CPMs, blurs ROI, and produces poor frequency control.
Retrofitting twentieth-century measurement onto modern viewing misses the point. Rather than chasing identity-based solutions, Loyal anchors measurement in context, behavior, and household-level intelligence. That prioritizes the moment and mindset behind viewing over fading identity graphs, and gives agencies transparency that raw IDs cannot.
The stakes are large. US CTV ad spend is projected to pass $40 billion by 2027, and agencies need measurement clarity now. Loyal's contextual and behavioral exchange is built to deliver the transparency and household intelligence that restores trust in CTV effectiveness.