The growth in premium streaming supply, including broadcaster VOD, increases the pressure to ensure programmatic demand reaches all suitable and effective inventory. This presentation shows how this goal is complicated by a fragmented CTV supply chain that spans multiple devices, apps, DSPs, SSPs and ad servers, leaving hundreds of different routes through which demand flows to premium publishers. Drawing on his work as Connected TV Committee Co-Chair at IAB Canada, Philippe Kleim explores the technical barriers that prevent buyers from gaining the inventory transparency they need, including content signals (like ratings or genre) which are unavailable or lost in transit. This is a global challenge, but we hear what it means for Canada and explore the potential fixes.