With connected TV ad spend expected to hit $10.8 billion by the end of 2020 and balloon to $13 billion by 2021, the CTV space is undoubtedly having a growth spurt. But that acceleration comes with growing pains — and they are being felt by people on all sides of the industry, Adweek reports.

“It’s going to be a bumpy road for the next many years,” Evan Adlman, AMC Networks’ SVP of advanced advertising and digital partnerships, said during a panel discussion at Adweek’s third annual NexTech Summit earlier this week. “There’s an enormous amount of fragmentation. There’s an exciting outlook on the next tech that’s going to come out in the years to come to simplify this to make it an even better platform for advertisers to reach audiences.”