Viewers aren’t just watching streaming content anymore; they’re living in it. And while they’re streaming, they’re telling us something important about how they want to experience advertising. They want to do more than watch; they want to engage.
Programmatic media buying is expected to account for the majority of growth in the CTV market in 2026. This year alone, over 90% of CTV ad dollars were transacted through programmatic pipes. That data isn’t surprising. Programmatic has solved a real problem by helping brands reach TV viewers with targeted precision at much lower costs.
CTV isn’t an emerging channel anymore. It’s a fully established, essential part of the media mix. Advertisers now understand its reach, flexibility and ability to drive measurable outcomes.
Marketers used to wait for obvious signals, like a product page view, a cart add or a keyword search, before triggering campaigns. But in today’s fractured landscape, those signals can arrive too late.
Mobile apps are now at the center of the consumer relationship. They’re where customers browse, buy, stream, check balances and redeem loyalty rewards. However, app measurement remains one of the weakest links in modern marketing.
There’s a paradox at play in how marketers are adopting artificial intelligence.
Eighty-seven percent of US advertisers say they plan to increase AI usage over the next 12 months. But only 45% feel confident in their understanding of how AI-powered technologies work. That 42-point gap is an indicator of early friction in AI adoption.
As artificial intelligence transforms advertising analytics, many organizations are rushing to adopt AI tools, hoping for a “magic button” that instantly democratizes data access.
Performance marketers are turning to AI to navigate rising costs, data loss and increasingly complex shopper journeys – and it’s working. Creative is more personalized, targeting is sharper and optimization happens in real time.
Take a moment to think about how your day sounds. Maybe you start with the sound of your alarm, followed by a quick news briefing from your smart speaker while you scroll through emails. Your favorite podcast keeps you company during your commute. Your to-go playlist helps you get in the zone at the gym.
AI has raised the bar for what qualifies as “good data.”
The conversation is no longer about how much data marketers can collect but how well that data reflects reality. In this new era, success depends on data that is accurate, fresh, consented and interoperable – principles that ensure AI models learn from accuracy.
