The MarTech Matrix CTV Thriving, Confusing, and Ready for Clarity with Keynes Digital & Riviera Marketing
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Oct 1, 2025 
Join Dan Larkman, CEO of Keens Digital, and Rick Egan, owner of Riviera Marketing, as they dive into the complexities of Connected TV advertising. They discuss the challenges brands face in this fragmented space, emphasizing the importance of understanding infrastructure alongside data. The duo shares insights on measuring ROI and the risks of poorly allocated budgets, while also highlighting the burgeoning opportunities for mid-market brands. Plus, they address the role of Amazon's DSP and the future focus on measurement and trust in CTV.
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CTV Growth Meets Confusing Fragmentation
- CTV shows strong budget growth but remains confusing due to fragmentation and many new entrants.
- Identity and measurement fragmentation make it hard for brands to know what CTV actually delivers.
Build Infrastructure Not Just Data
- Don’t treat data alone as the solution; build the infrastructure to deliver, measure, and optimize CTV properly.
- Design measurement that accounts for multi-device, non-clickable environments to show total impact.
Treat DSPs As Freeways With On‑Ramps
- Don’t assume a DSP seat is sufficient; add custom on-ramps like audience engineering and reporting.
- Treat DSPs as the freeway and build on-ramps for signal, identity, placements, and optimization.