However, data from DirecTV found that viewers experiencing relevant, timely and consistent ads engage more actively with the campaigns, according to McGovern. So once the industry is able to address its fragmentation problem, everyone will benefit.

“We’re in a place where, as an industry, we have the tools to do that—it’s just about enabling and implementing,” McGovern said. “I think by 2025, we’re going to see all these things come together and take off.”