po polsku
illustration: DALL-EFewer people use cable television. More choose streaming. And brands? They are chasing viewers who have left the couch for smartphones and apps. According to data cited in the report Building Addressability into the CTV Ecosystem by ID5, ad spend on Connected TV will grow from USD 1.85 billion in 2023 to USD 3.73 billion in 2028. Sounds promising right? But behind this boom lies a chaotic web of communication where every player speaks a different language.
Fragmentation over conversation
The CTV ecosystem resembles a bustling bazaar. Every vendor has their own megaphone but no one is listening. TV manufacturers (OEMs) like Samsung and LG not only build the hardware but also control the data. OTT platforms such as Roku Fire TV and Apple TV deliver the content but also decide which viewer identifiers are visible. Above it all are apps and ad tech providers each with their own measurement systems and unique IDs.
There is no universal communication standard. And that kills the potential for precise audience targeting. Davide Rosamilia from ID5, author of one of the report`s main conclusions, said it plainly. "Standards exist but only inside walled gardens. Outside them it`s chaos".
| Year | CTV ad spend (USD billion) | Source |
|---|---|---|
| 2023 | 1.85 | eMarketer |
| 2028 | 3.73 | eMarketer |
Fragmentation does not have to be the enemy. William Jones from Adform believes it can even fuel innovation if the industry learns to speak with one voice on data. Sven Hagemeier from The Trade Desk added that "diverse offerings are a strength not a weakness". Exactly. But who will tie it all together?
Communication that loses the thread
CTV advertising is a marketer’s dream. Reach context and login data. But without a common language that dream becomes a nightmare. Viewers see the same spot three times because the system cannot recognise them. "Without addressability you cannot control frequency or build relationships with the audience" warns Andrea Kwiatek from Goodway Group.
Three issues return like a chorus:
- fragmentation - every player owns a separate data set,
- lack of measurement and attribution - no one really knows what works,
- loss of signals - IP and other identifiers vanish under privacy rules.
As highlighted in the report Building Addressability into the CTV Ecosystem, the loss of access to identifiers is the greatest challenge for the entire market. Josh Jacobs from Samba TV adds that the future depends on the ability to link ad exposure on screen with user behaviour on phones or computers. Otherwise ad budgets will keep shifting to simpler channels.
Where to find a common language
The way forward? Universal identifiers and identity graphs. Domenic Venuto from Horizon Media called them "the Rosetta Stone" for CTV advertising. They make it possible to recognise a viewer across devices while protecting privacy. When all platforms use a single identity layer it becomes possible to measure results and avoid ad repetition. Julie Clark from TransUnion stressed that "advertisers want to talk to people not devices".
Such solutions pave the way for a new kind of communication - moment-based marketing, where the message reaches the viewer exactly when it makes sense. Emily Kistner from Captify explained that the industry is moving from demographics to context. "It’s not just who you are but what you are doing right now".
A new dialogue with the viewer
The fusion of CTV retail media data and user behaviour is the future of brand communication. Joanna Burton warns that it must be done wisely using safe clean rooms and platforms compliant with regulations. Fariba Zamaniyan from TiVo added that simplicity and transparency are key to viewer trust. No one wants to click through hundreds of vague consent forms.
As noted in the report Building Addressability into the CTV Ecosystem, the real revolution in television is no longer about technology. It is about whether the industry can speak one language. As long as every platform broadcasts on a different frequency CTV advertising will remain noise. But once we begin to hear each other the television could become the smartest communication channel ever created.
***
The report Building Addressability into the CTV Ecosystem was developed based on interviews with advertising industry experts market data analysis and case studies of global CTV platforms. The authors combined qualitative insights from industry leaders with quantitative advertising spend metrics to identify the key barriers and future directions of communication in CTV. The full report is available at https://id5.io/resources/building-addressability-into-the-ctv-ecosystem/
COMMERCIAL BREAK
New articles in section Marketing and PR
How and why online stores lie. TrustMate report
Marek Jaworowski
Experts from the TrustMate.io platform analyzed the most common procedural errors and inaccuracies that lead Polish online stores to wrongly deny buyers their rights. They also prepared an appeal path for consumers who heard a refusal from customer service.
Online shopping in Poland. Report by the Chamber of Digital Economy
Patrycja Sołtysik, Izba Gospodarki Elektronicznej
For the fourth consecutive year, 100% of internet users declare making a digital purchase at least once, and 93% have shopped online in the last six months. 97% of purchases in Poland involve an internet-connected device at some stage - most commonly a smartphone.
Coffee for moms. This is how they recharge parents' batteries at the Wrocław children's hospital
Reporterzy support
24 hours, 7 days a week, for 3 months. Non-stop. That is the average time a mother spends in an oncology hospital, caring for her child during treatment. A new project has launched at the Przylądek Nadziei (Cape of Hope) children's oncology clinic in Wrocław. In a simple way, it helps parents reduce stress, calm their emotions, and boosts their energy for caregiving. And that directly translates into the effectiveness of the children's treatment.
See articles on a similar topic:
Online advertising 2024/2025 report by IAB Poland
KFi
Online ads now consume 57% of all budgets. Companies spent 1.62 billion PLN on video formats alone. After leaner years, the numbers are rising sharply. Digital advertising grew by 20% in a year. Traditional formats are slowly fading.
Large Online Ads vs. AdBlock. Poland Leads in Both Metrics
BARD
Large-format online ads make up 14% of Poland's online market, according to analyses by Gemius. This is the highest percentage among all surveyed markets. Paired with data on the rising popularity of ad-blocking - done by one-third of Polish internet users - it raises questions about the future of these ads.
Dance in the media mirror. Between culture, business and viral fame
KFi
Over 78,000 media pieces, 1.6 billion potential views, and 197,500 social media mentions-dance in Poland is no longer niche. With a combined media value exceeding PLN 800 million, it now outperforms MMA, handball, and hockey.
Brand visibility in the age of algorithms
Aleksander Pawzun
A few years ago, everything was simpler. It was enough to have a good website, do SEO, run a blog, and publish on social media. Whoever was systematic was visible. Whoever invested in content and positioning gained customers. That world no longer exists.
