Connected TV in 2026

Connected TV (CTV) is rapidly becoming a central component of modern media consumption and digital advertising. As streaming continues to grow and linear TV usage declines, advertisers are increasingly integrating CTV into broader video and cross-screen strategies.

At the same time, the CTV ecosystem remains fragmented, creating new challenges around measurement, orchestration, and cross-platform comparability.

Discover:

- the market growth and strategic relevance of CTV,

- how streaming behavior and ad-supported models such as AVOD and FAST are reshaping the video landscape,

- why programmatic infrastructure and cross-screen orchestration are becoming increasingly important,

- which operational and measurement challenges advertisers need to navigate in fragmented CTV environments.

A compact overview of the trends, challenges, and strategic implications shaping the future of Connected TV advertising.

Download the whitepaper now to learn more.