CTV Report
Over 90% of CTV Ad Spend Is Now Transacted Programmatically
by Frankie Karrer2 min read
Abstract
- Over 90% of CTV display ad spend is now programmatic, showing a major shift in how advertisers are buying streaming inventory.
- AI is enhancing the programmatic CTV campaign process, making targeting, optimization, and reporting faster and smarter.
- 76.9% of U.S. marketers agree that last-click attribution is convenient, but not truly accurate — especially when it comes to understanding the full impact of channels like CTV.
- Advertisers using multitouch attribution, incrementality testing, or media mix modeling can more accurately assess CTV’s role in driving results, giving it credit where credit is due.
Connected TV advertising has been reaching new heights, and programmatic is a major force behind that growth. According to new research from EMARKETER, over 90% of CTV display ad spend is happening programmatically, and that trend is expected to drive nearly all of the channel’s growth through 2026. At the same time, AI is becoming more prevalent, giving advertisers access to real-time insights and optimization tools that help them improve performance on the fly. And while the complexity of the digital supply chain still presents challenges, many CTV platforms offer logged-in audiences and first party data integrations to make it easier to measure outcomes.
One of the biggest hurdles CTV measurement still faces surrounds attribution. Since most consumers don’t convert directly on their TVs, last-touch models often miss the full impact of CTV. That’s why more and more marketers are turning to approaches like multitouch attribution, incrementality testing, and media mix modeling to get a clearer picture. Platforms are also stepping up, with partnerships between major networks and retail media players — like Disney, NBCUniversal, and Paramount teaming up with Walmart — offering better visibility into conversions. And as advertisers head into another upfront season, the shift toward alternative currencies is underway, pushing the industry toward more accurate and competitive measurement across the world of Connected TV.
Connected TV in the News
Legacy TV Measurement Tactics Are Losing Relevance As CTV Eclipses Linear
EMARKETER
Advertisers are deploying more of their budgets on Connected TV, where they benefit from more real-time measurement signals.
27% of Viewers Plan To Try Out a New Streamer in the Next Six Months
MNTN Research
These days, fewer folks are signing up for platforms just to watch a specific show — especially as the pace of original content slows.
CTV and Audio Could Weather the Tariff Storm Better Than Social Media
The Current
Some U.S. brands quickly began scrutinizing their media spend to stay agile in this time of tariffs and uncertainty. But some advertising channels could fare better than others.
Subscribe to the MNTN Research Weekly
Sign up to receive a weekly feed of curated research, sent straight to your inbox.