"Predictions season kicks off with one of the hottest topics in media - the power of TV. What does our panel of industry experts think will shift in 2026? For brands, agencies, and technology providers, the coming year promises both opportunity and disruption in the TV ecosystem as new players, measurement frameworks, and formats shape how viewers engage and how advertisers invest."
"As the lines between linear and digital continue to blur - with smart TV ownership now reaching around 62% of adults (closer to 70% among affluent households) - the ability to pair creative brand storytelling with measurable performance is becoming increasingly important. From our vantage point as a unified platform - operating both an SSP and DSP - we're seeing this convergence first-hand, as advertisers and broadcasters alike seek to combine emotional resonance with data-led accountability in CTV."
Connected TV (CTV) momentum will accelerate as smart TV ownership reaches around 62% of adults (closer to 70% among affluent households), narrowing the gap between linear and digital TV. Advertisers and broadcasters will pair creative brand storytelling with measurable performance to achieve both emotional resonance and data-led accountability. Advancements in programmatic trading, data collaboration, ACR and attention metrics will enable proof of incremental impact and demonstrable outcomes. Collaboration among broadcasters, OEMs and tech platforms will be essential to unify fragmented ecosystems into cohesive, data-driven, creative-first TV marketplaces. CTV ad spending is projected to rise significantly through 2029.
Read at Exchangewire
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