The Brand-Performance Gap in CTV Is Really a Data ProblemConnected TV has become one of advertising’s most interesting pressure points. But a more useful debate is whether advertisers have the data foundation required to make CTV work across the funnel, not just at one end or the other. First-Party Data Creates a Proprietary AdvantageFirst-party data is where CTV planning starts to become proprietary. First-party data provides the center of gravity, while other signals help extend reach around audiences that already have strategic value. Diverse CTV Buying Creates Room to LearnA stronger data foundation should change how advertisers buy CTV.