Takeaways from CTV Connect 2025: CTV Expectations & Challenges

CTV Connect brought together over 500 decision-makers from across the entire Connected TV ecosystem for a two-day conference in New York City. With so much growth and rapid changes, there were lively conversations, panels, and roundtables around measurement, audience engagement, AI, budgeting strategies, and transparency. 

Peer39 hosted two roundtable discussions. The sessions, “Using Content Signals in CTV: The Future and Now,” focused on the transformative role of content signals in CTV advertising and the challenges publishers face in adopting this approach. 

Key Takeaways

1. Misaligned Expectations Between Publishers and Advertisers
Discussions revealed that comparisons between CTV and traditional linear TV often lead to misunderstandings. Publishers are seeking upfront deals reminiscent of linear TV, while advertisers want granular control over where their ads appear, such as choosing specific content. Program-level targeting is seen as a solution that provides transparency while enabling publishers to sell inventory effectively.

2. Challenges in Publisher Adoption of Content Signals
Despite the benefits, some publishers remain hesitant to pass program-level signals due to several obstacles:

• Lack of Immediate Benefits: Publishers need to see quick return on revenue impacts if adding these signals.

• Technical Limitations: Many lack the resources to implement changes required for passing content signals.

• Privacy Concerns: Issues like compliance with VPPA (Video Privacy Protection Act) create apprehension around sharing detailed data.

• Uncertain Amounts of Advertiser Demand: Without significant pressure from buyers, publishers are less motivated to adopt these practices.

3. Advancements in Transparency

With the IAB's Open RTB 2.6 protocol providing some guidance, publishers and advertisers all seemed to agree that transparency into inventory and reporting is paramount. This echoes reporting in the trades and makes the path forward with data for buyers and from publishers something that will be of benefit to all.

Why Content Signals Matter

Content signals represent the next phase of CTV advertising, offering advertisers insights into the programming their ads appear within while preserving privacy. For publishers, this approach diversifies revenue streams and aligns inventory with advertiser goals without compromising transparency or user experience.

Looking Ahead

Peer39 remains committed to driving progress in CTV advertising by addressing these challenges head-on. As we continue collaborating with publishers and advertisers, our solutions—like content and program-level targeting—will play a pivotal role in bridging gaps and unlocking new opportunities for all stakeholders in the adtech industry.

Stay tuned for more updates as we work toward a more transparent and efficient CTV ecosystem!