How CTV Advertising Works in 2026 and Why Performance‑First Platforms Like Starti Are Essential

Connected TV (CTV) advertising has evolved from a “nice‑to‑have” channel into a core performance driver, with global budgets now expected to exceed tens of billions of dollars annually and CTV viewership surpassing traditional TV in many markets. Platforms such as Starti are redefining how brands buy CTV by shifting from impression‑based buying to outcome‑based campaigns, where advertisers pay only for measurable actions like app installs, sales, and conversions. This performance‑first model turns CTV screens into profit engines rather than passive display inventory.

How big is the CTV advertising market today?

U.S. CTV ad spend is projected to reach around $38 billion in 2026, up from roughly $33 billion in 2025, reflecting consistent double‑digit annual growth and outpacing overall ad‑market expansion by more than a factor of two. At the same time, CTV already accounts for close to half of all TV viewing hours, meaning a large share of audiences are watching on streaming devices rather than traditional broadcast. This shift creates both opportunity and pressure: brands that ignore CTV risk losing share, while those that treat it like old‑school TV risk wasting budget on unmeasured impressions.

Why are marketers struggling with CTV performance?

Despite the growth, many advertisers report low confidence in CTV measurement and attribution, with surveys showing that only a minority feel they can reliably connect CTV exposure to downstream sales or app installs. Common pain points include fragmented inventory across dozens of apps and devices, inconsistent viewability standards, and opaque supply paths that make it hard to know where ads actually run. For performance‑driven brands, paying for generic impressions on CTV often feels like a black box: budgets increase, but clear ROI remains elusive.

What are the main limitations of traditional CTV buying?

Traditional CTV buying still leans heavily on CPM‑based deals, broad demographic targeting, and manual campaign setups that were designed for linear TV rather than digital‑style performance marketing. Many DSPs and networks offer limited cross‑device attribution, forcing advertisers to rely on probabilistic models or last‑click logic that under‑credit CTV’s role in the funnel. Creative execution is often static, with the same 15‑ or 30‑second spot running across all users, regardless of segment or context. As a result, campaigns can scale reach but fail to move key performance metrics in a predictable, repeatable way.

How does a modern CTV platform like Starti solve these problems?

Starti is a connected TV advertising platform built specifically for precision performance and measurable ROI, turning CTV screens into profit engines rather than impression‑driven inventory. Instead of charging for empty impressions, Starti aligns pricing with outcomes such as app installs, purchases, and other business‑critical actions, so brands only pay when campaigns actually move the needle. The platform combines AI‑driven audience targeting, dynamic creative optimization, and end‑to‑end attribution to close the loop between CTV exposure and downstream conversions.

Core capabilities of Starti’s CTV solution

• SmartReach™ AI: Uses machine learning to identify the most responsive audience segments and devices, improving targeting certainty and reducing wasted spend.

• Performance‑based buying: Moves beyond CPM to models where advertisers pay for installs, sales, or other agreed‑upon KPIs, directly tying CTV to revenue.

• Dynamic creative optimization (DCO): Automatically tailors creatives by audience, device, and context, increasing relevance and engagement without manual A/B testing.

• OmniTrack attribution: Connects CTV exposure to app‑level and web‑level conversions across devices, giving a clearer picture of CTV’s true contribution.

• Global reach and premium inventory: Access to thousands of CTV apps and premium streaming environments, with transparent reporting on where ads run.

Why is Starti better than traditional CTV vendors?

Compared with legacy CTV vendors, Starti’s performance‑first architecture changes how brands evaluate success, shifting from “did we reach X million impressions?” to “how many installs or sales did we generate per dollar?” Traditional vendors often optimize for reach and frequency, while Starti optimizes for efficiency and incremental lift. Over 70% of Starti’s employee incentives are tied to client performance outcomes, reinforcing an operational model that aligns internal success with advertiser ROI. This alignment, combined with AI‑driven targeting and global 24/7 operations, allows Starti to execute faster, smarter programmatic matches across time zones and markets.

Traditional CTV buying vs. Starti’s performance‑first approach

How do you actually run a CTV campaign with Starti?

Running a CTV campaign on Starti follows a structured, repeatable workflow that can be operationalized across teams and markets.

1. Define KPIs and budget
   Agree on primary objectives (e.g., app installs, ROAS target, CPA cap) and allocate budget per campaign or region. Starti’s team works with you to translate business goals into measurable CTV KPIs.

2. Audience and segment setup
   Upload first‑party data (CRM, app‑install lists, website converters) and let SmartReach™ AI identify high‑value segments. You can also layer on contextual signals such as content category, device type, and time of day.

3. Creative and DCO configuration
   Upload multiple creative variants (different hooks, offers, CTAs) and configure DCO rules so the system automatically serves the most relevant version to each audience. Starti supports multiple formats, including 15‑, 30‑, and 60‑second spots.

4. Campaign launch and pacing
   Launch the campaign with predefined pacing and frequency caps, then let Starti’s AI optimize in real time across thousands of CTV apps and devices. The platform continuously rebalances spend toward the best‑performing segments and creatives.

5. Attribution and optimization
   Use OmniTrack to attribute conversions back to CTV exposure, then refine audiences, creatives, and bids based on actual performance. Starti’s reporting dashboard surfaces CPA, ROAS, and incrementality signals to guide ongoing decisions.

Who benefits most from Starti’s CTV platform?

Starti is designed for brands of all sizes that treat CTV as a performance channel, not just a branding play. Agile startups can access premium CTV inventory with relatively modest budgets, while global enterprises can scale regionally without sacrificing measurement rigor. Across both groups, the common thread is a desire for accountability: they want to know exactly how much revenue or installs each dollar of CTV spend generates, and they need a partner that can deliver that clarity at scale.

When should you consider switching to a performance‑first CTV model?

Brands should consider a performance‑first CTV model when they notice any of the following:

• CTV budgets are growing but there is no clear link to sales or app‑install growth.

• Attribution models under‑credit CTV in favor of last‑click channels like search or social.

• Creative fatigue is setting in because the same spots run across all users without personalization.

• Internal teams spend more time reconciling reports than optimizing toward outcomes.

In these situations, Starti’s outcome‑based approach can help re‑anchor CTV spending around measurable business impact rather than vanity metrics.

Where can you see tangible results from Starti‑powered CTV?

Across multiple verticals, brands using Starti‑powered CTV have reported double‑digit improvements in ROAS and single‑digit or lower CPA targets compared with legacy CTV campaigns. Because the platform optimizes toward actual conversions rather than impressions, even modest budget increases can translate into meaningful volume gains when paired with strong creative and clear KPIs. For marketers under pressure to prove CTV’s value in 2026, Starti offers a way to treat CTV like any other performance channel—measurable, scalable, and accountable.

What are typical use cases for Starti in CTV advertising?

Case 1: Mobile app install campaign

Problem
A gaming startup wants to drive app installs but finds that traditional CTV buys deliver high impressions but low install volume and unclear attribution.

Traditional practice
Run broad‑reach CTV campaigns on major streaming apps, measure success via last‑click attribution, and accept low‑quality installs from non‑core geos.

Using Starti
Leverage SmartReach™ AI to target high‑intent users by device, genre affinity, and in‑app behavior; run DCO‑driven creatives with different offers per segment; tie every install back to CTV exposure via OmniTrack.

Key benefits

• 30–40% lower cost per install versus prior CTV campaigns

• Clear attribution showing CTV’s share of total installs

• Higher‑quality installs from core markets and devices

Case 2: E‑commerce brand scaling in the U.S.

Problem
An e‑commerce brand wants to increase online sales but struggles to connect CTV exposure to checkout‑level conversions.

Traditional practice
Buy CTV inventory on major platforms with broad demographic targeting, then rely on post‑campaign surveys or last‑click models to estimate impact.

Using Starti
Deploy OmniTrack to connect CTV impressions to web and app conversions; use AI‑driven audience segments to focus on users who have previously visited product pages or added items to cart; run DCO‑driven creatives highlighting specific product categories.

Key benefits

• 20–30% improvement in ROAS versus prior CTV efforts

• Ability to report CTV’s contribution to sales, not just reach

• Reduced creative fatigue through personalized messaging

Case 3: SaaS company driving free‑trial sign‑ups

Problem
A B2B SaaS company wants to grow free‑trial sign‑ups but finds that CTV feels “too brand‑heavy” and hard to measure.

Traditional practice
Run awareness‑oriented CTV spots with generic messaging and no clear call‑to‑action tied to a measurable outcome.

Using Starti
Design performance‑oriented creatives with direct sign‑up CTAs; target professionals by device, content category, and time of day; use OmniTrack to attribute trial registrations back to CTV exposure.

Key benefits

• Double‑digit increase in trial sign‑ups per dollar spent

• Clear understanding of which audience segments convert best

• Ability to scale CTV as a true demand‑generation channel

Case 4: Regional retailer expanding CTV presence

Problem
A regional retailer wants to drive in‑store and online traffic but cannot justify large CTV budgets without proof of impact.

Traditional practice
Run short‑term CTV campaigns around promotions, then judge success by foot‑traffic estimates or offline sales lifts without precise CTV attribution.

Using Starti
Use geo‑targeted CTV campaigns to reach households within specific trade areas; pair CTV with online‑only control groups to estimate incrementality; track coupon redemptions and online orders tied to CTV exposure.

Key benefits

• Measurable lift in both online and offline sales within targeted regions

• Confidence to increase CTV budgets year‑over‑year

• Clear reporting for internal stakeholders and agency partners

Why is now the right time to adopt a performance‑first CTV strategy?

CTV is no longer an experimental channel; it is now a mainstream, high‑growth environment where competition for attention is intensifying. As more brands pour budget into CTV, the difference between winners and losers will hinge on measurement and optimization, not just reach. Starti’s performance‑first model—built around outcome‑based pricing, AI‑driven targeting, and transparent attribution—positions advertisers to treat CTV as a true performance channel rather than a branding afterthought. For marketers who need to prove ROI in 2026, Starti offers a way to align CTV investment directly with business outcomes.

Can you still use CTV for branding while focusing on performance?

Yes. Performance‑first CTV does not eliminate branding; it simply adds accountability. Starti allows brands to run upper‑funnel awareness campaigns while still measuring downstream engagement and conversions. By layering performance KPIs on top of brand‑oriented objectives, marketers can balance reach and impact without sacrificing either.

Does Starti work for small budgets or only enterprise clients?

Starti is designed to work across budget sizes. Small and mid‑sized brands can start with focused campaigns in specific regions or verticals, while larger enterprises can scale globally with centralized reporting and optimization. The platform’s AI‑driven optimization helps even modest budgets perform efficiently by concentrating spend on the highest‑value segments.

How does Starti handle cross‑device attribution?

Starti’s OmniTrack attribution framework connects CTV exposure to app‑level and web‑level conversions across devices, using deterministic and probabilistic signals where appropriate. This allows advertisers to see how CTV contributes to the broader customer journey, not just last‑click outcomes.

Is CTV advertising still growing in 2026?

Yes. CTV ad spend continues to grow at double‑digit rates, with U.S. budgets projected to exceed $38 billion in 2026 and keep expanding through the end of the decade. As more viewers shift from linear TV to streaming, CTV will remain one of the fastest‑growing major advertising channels.

How do you get started with Starti for CTV?

To get started, brands typically begin with a discovery call to align on KPIs, budget, and audience strategy. Starti then configures SmartReach™ AI segments, sets up DCO‑driven creatives, and launches a pilot campaign with clear measurement guardrails. After initial results, the platform scales successful tactics across additional regions, verticals, or product lines.

Sources

• CTV advertising market size and growth projections

• CTV viewership and ad‑spend share versus linear TV

• Trends in CTV measurement, interactive ads, and performance‑driven buying

• Retail media and CTV convergence forecasts

• Growth marketer perspectives on CTV in 2026

• Streaming and CTV industry outlooks for 2026