Is CTV nothing but a buzzword?

Connected TV (CTV), steaming, digital and online are some of the most commonly heard terms across adland... but what do they actually mean? According to two industry veterans, nothing.

On this episode of the Performance Marketing Unlocked podcast, Wayne Butler, Head of Media Effectiveness at Sky Media and Nigel Walley, CEO at Decipher (20:18), argue that many of the terms and phrases often thrown around in the industry today do nothing but create confusion and mislead clients – and when it comes to measurement and data, the ramifications of relying on these "buzzwords" can be detrimental to brands.

Preceding that discussion however, PMW's Premium Content Editor, Jyoti Rambhai (2:36), joins host Joe to review the many mergers and acquisitions that have enveloped agencies, adtechs, and more over the past six months. This chat sets the scene for the launch of PMW's new investigative series, '3 Tough Questions', the first edition of which is all about mega agencies and holding companies – live on the website now.

This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.

~ Episode breakdown ~

(2:36) Why has the mergers and acquisitions landscape gone into overdrive in 2025?

(20:18) The buzzwords hurting marketers and brands

(42:14) What can advertisers do to resolve these issues?

(52:56) PMW's Resell Me a Pen Challenge

~ Further reading ~

Shareholders vote in favour of Omnicom–IPG merger

Scope3 reimagines media buying with launch of agentic AI platform

Nearly 90% of TV ad impressions are only reaching half of households

Almost 70% of ‘parents’ targeted by ads don’t have kids

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