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October 7, 2025
The connected TV (CTV) marketplace isn’t just heating up, it’s in full-blown fight mode. At AdExchanger’s Programmatic I/O conference in New York, heavyweights from Disney, Netflix, Cadent, and Digitas shared both the wins and the hurdles in this rapidly expanding arena.
According to IAB, U.S. CTV ad spend will grow more than 11% this year, and Nielsen notes that nearly half of ad-supported TV viewing now happens on streaming platforms. That makes CTV one of the most promising growth areas for advertisers. But with that growth comes an avalanche of challenges chief among them, fragmentation.
“Brands are juggling networks, streaming platforms, and programmatic partners while trying to make sure they’re actually hitting the right audience,” explained Liane Nadeau, chief investment officer at Digitas.
Lindsay Teague of Cadent laid out three fundamentals marketers need to keep in their corner if they want to win in CTV:
Transparency & Brand Safety – Work only with trusted partners that give you full visibility.
Identity Resolution – Build omnichannel strategies that connect the dots across devices and platforms.
Outcome-Based Measurement – Stop chasing impressions. Start measuring true results.
These pillars, if prioritized, can help advertisers cut through the noise and maximize CTV’s full potential.
Executives from Netflix and Disney emphasized that CTV isn’t just an extension of linear TV, it’s something entirely new.
“CTV combines TV’s buying power with digital’s targeting and measurement,” said Nicolle Pangis, VP of Advertising at Netflix. “It’s a unique toolset that lets us reinvent what TV can look like.”
At Disney, the shift has been fast and dramatic. Jamie Power, SVP of Addressable Sales, revealed that 70% of their biddable transactions this year were tied to upfront commitments, a clear sign that advertisers are betting big on programmatic CTV. Live sports and events, in particular, are accelerating the shift, with Disney now passing bidstream signals to buyers that flag “live moments” in real time.
Both Netflix and Disney see interactive ad formats as the next frontier, offering opportunities far beyond traditional 30-second spots. But as Nadeau of Digitas cautioned, “Formats only work when they’re designed with the consumer at the center. You have to know whether you’re creating engagement, driving choice, or prompting purchase.”
For advertisers, programmatic CTV represents both an opportunity and a warning bell. The tools are powerful, the audiences are massive, and the formats are evolving quickly. But unless brands build strategies around clarity, measurement, and consumer-first design, they risk burning budget in a fragmented landscape.
CTV isn’t just another channel, it’s an entirely new ring. The question is: are you ready to fight smart?
