2021 Market Report and 2022 Outlook End-of-year survey featuring insights on advertising trends that will impact the coming year, with data gathered from 250+ leaders at agencies, media providers, and tech companies.Executive summary 2021 brought an acceleration in media fragmentation, as long-standing tools for audience identi?cation crumbled and consumers migrated en masse to cross- platform TV viewing. These developments have complicated marketers’ ability to respond to consumer behaviors across platforms. about their biggest areas of concern in the technology,” said one agency executive. “Placing bets on a solution could have a high enterprise cost.” marketing landscape, the leading responses by a large margin focused on the growing challenge of cross-platform measurement. Forty-six percent cited “poor ability to manage reach and frequency across CTV and digital channels,” while 43% cited a decline in their ability to measure campaign effectiveness across app- and browser-based media environments. The good news is that many advertisers appear optimistic that progress has been made on the cross-platform audience measurement challenge, and that 2022 will