"That momentum underscores CTV's resilience, but it also magnifies its biggest challenge: fragmentation. When CTV advertisers were asked which issues providers must address, fragmentation ranked first, followed by transparency on where ads run, inconsistent measurement and ad fraud concerns. For 2026, the mandate is clear: Deliver simplicity, clarity and confidence. This is especially true for small and midsize (SMB) advertisers who are entering the market faster than ever."
"As SMB adoption accelerates, so does the need for smart curation - as in, streamlined access to premium inventory, consistent delivery across publishers and buying tools that remove complexity rather than add to it. Effective platforms will be the ones that make CTV easier to buy, easier to understand and easier to trust."
"Investment in CTV continues to meaningfully rise. Nearly seven in 10 CTV advertisers expect to increase their CTV advertising spend next year, with an average rise of 17%."
CTV has moved from emerging channel to essential media mix, with advertisers increasing streaming TV budgets—nearly seven in ten expect higher spend next year, averaging a 17% rise. Growing investment highlights both resilience and a core challenge: fragmentation, plus concerns about ad placement transparency, inconsistent measurement and ad fraud. Small and midsize advertisers are entering CTV rapidly, creating demand for smart curation: streamlined premium inventory access, consistent delivery across publishers and simpler buying tools. Advertisers want platforms that deliver simplicity, clarity and confidence and that enable CTV to perform across the full funnel with measurable outcomes.
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