Consumer Insights Grow More Valuable Amid CTVs Fragmentation: Merkles Pete Stein Beet.TV [Video]

LAS VEGAS – The app stores on connected televisions are becoming more like the app stores for smartphones, offering a growing variety of streaming video, gaming and shopping. The ensuing fragmentation makes audience data more valuable for brands and their media agencies.

“We still have a big issue of fragmentation. There’s just amazing content, but it’s distributed everywhere, which creates a lot of challenges around just planning and measurement,” Pete Stein, global president of Dentsu’s Merkle, said in this interview at CES 2025 with Julian Zilberbrand on behalf of Beet.TV.

The quality and timeliness of streaming video can vary, too, with some apps showing endless re-runs of decades-old TV series and video-sharing sites serving user-generated content. In this environment, marketers are still seeking ways to place ads within content that induces audiences to pay attention to their brand messaging.

“At Merkle…data science is the core of what we do and helping clients to understand the value of …