The rapid growth of connected TV (CTV) is reshaping advertising, but industry veteran Tal Melenboim warns that structural hurdles in measurement, identity, and fraud remain key obstacles to unlocking its full potential.
In an interview with Benzinga, Melenboim, a serial entrepreneur with a background in streaming and ad tech, noted that streaming already represents more than 44% of total television viewing in the U.S., with YouTube alone holding a 12% share.
The shift, he said, is pulling billions in advertising budgets toward CTV, which is expanding at double-digit rates and increasingly drawing live sports audiences.
While growth is accelerating, he highlighted fragmentation as the industry’s most pressing …