"As streaming and connected television (CTV) edge closer to absorbing more of linear TV's share of budgets this year, programmatic advertising is set to account for a larger slice of the TV advertising pie. The shift is being driven in part by an increasing number of small and medium-sized brands investing in TV, said Travis Flood, Comcast Advertising's director of insights."
"Per Comcast, the number of advertisers running programmatic TV ads increased 14% in the first half of 2025, compared with 2024. Meanwhile, ad views from new advertisers rose 29% in the same period. Exact figures were not specified. According to Harry Browne, head of TV at media agency Tinuiti, targeting capabilities are drawing advertisers with small and medium sized budgets in as more TV inventory becomes available to buy against via programmatic, and as the differences between linear, CTV and streaming collapse"
Streaming and connected television (CTV) are taking share from linear TV, driving programmatic advertising to capture a larger portion of TV ad budgets. Small and medium-sized brands are increasingly investing in TV because programmatic buying and improved targeting reduce barriers to entry. Advertisers are prioritizing audience targeting tools that use first-party data and commerce signals to make streaming campaigns work across the full funnel and to drive revenue. Comcast reported a 14% rise in advertisers running programmatic TV ads and a 29% increase in ad views from new advertisers in the first half of 2025 versus 2024. Comcast launched Universal Ads to allow small advertisers to buy CTV ads and to "democratize" television advertising.
Read at Digiday
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