{"id":1284,"date":"2026-02-21T15:33:56","date_gmt":"2026-02-21T07:33:56","guid":{"rendered":"https:\/\/starti.ai\/blog\/?p=1284"},"modified":"2026-02-21T15:36:18","modified_gmt":"2026-02-21T07:36:18","slug":"ctv-ad-trends-how-connected-tv-advertising-is-reshaping-performance-marketing-in-2026","status":"publish","type":"post","link":"https:\/\/starti.ai\/blog\/ctv-ad-trends-how-connected-tv-advertising-is-reshaping-performance-marketing-in-2026\/","title":{"rendered":"CTV Ad Trends: How Connected TV Advertising Is Reshaping Performance Marketing in 2026"},"content":{"rendered":"<div class=\"prose dark:prose-invert inline leading-relaxed break-words min-w-0 [word-break:break-word] prose-strong:font-bold [&amp;_&gt;*:first-child]:mt-0 [&amp;_&gt;*:last-child]:mb-0\">\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Connected TV advertising has moved from experiment to essential, and CTV ad trends in 2026 prove this channel is now the performance engine of video. As audiences cut the cord and streaming dominates total TV viewing, marketers are shifting budgets, rebuilding their media mix, and redesigning creative specifically for CTV environments.<\/p>\n<h2 id=\"ctv-ad-trends-and-market-growth-in-2026\" class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-editorial font-bold text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">CTV ad trends and market growth in 2026<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">The most important CTV ad trend in 2026 is the sustained double\u2011digit growth in connected TV ad spend, even as overall digital advertising growth moderates. Multiple industry forecasts project U.S. CTV ad spend in the high thirty\u2011billion\u2011dollar range in 2026, with expectations that CTV will surpass traditional TV advertising by 2028. This shift is driven by both reach and efficiency: advertisers can now buy premium TV inventory with digital\u2011like targeting, measurable outcomes, and performance\u2011based optimization.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">CTV ad trends also show that streaming is capturing a record share of total TV viewing time. Recent measurement reports indicate that streaming now accounts for nearly half of all U.S. TV viewing, with some months exceeding that threshold. Each percentage point of viewing share that shifts from linear TV to CTV unlocks billions of dollars in potential connected TV advertising revenue, spurring brands and agencies to reallocate budgets and prioritize CTV in their media plans.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">From a global perspective, connected TV ad trends point to rapid adoption across Europe, Latin America, and Asia\u2011Pacific as smart TV penetration accelerates. Analysts estimate that global CTV ad spend has already passed the forty\u2011billion\u2011dollar mark and is growing at a low\u2011teens compound annual rate. In many markets, CTV is also tightly linked to the expansion of retail media, with retailers layering first\u2011party shopper data on CTV inventory to drive incremental sales and measurable return on ad spend.<\/p>\n<h2 id=\"key-ctv-ad-trends-shaping-strategy\" class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-editorial font-bold text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">Key CTV ad trends shaping strategy<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Several CTV ad trends are defining how marketers build strategies in 2026 and beyond. First, CTV has evolved from a brand\u2011only channel to a hybrid performance and brand destination where advertisers expect both upper\u2011funnel reach and lower\u2011funnel conversions. Attention\u2011adjusted pricing models, shoppable ads, and outcome\u2011based buying are at the center of this transformation.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Second, connected TV ad trends highlight a decisive shift toward programmatic CTV buying. Industry research shows that more than 90 percent of CTV display and video ad spend is now transacted programmatically, with programmatic CTV expected to drive nearly all incremental growth over the next few years. This programmatic dominance gives marketers more control over frequency, audience overlap, creative sequencing, and cross\u2011screen attribution, while also demanding better supply\u2011path optimization and transparency.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Third, CTV ad trends underscore the rise of AI\u2011powered personalization on the big screen. Forecasts suggest that AI\u2011driven personalization will power the vast majority of CTV ads by 2027, turning generic TV commercials into dynamic creatives responsive to viewer context, behavior, and purchasing signals. This evolution is pulling CTV firmly into the realm of data\u2011driven marketing, where performance metrics such as cost per completed view, cost per acquisition, and incremental lift matter as much as reach and frequency.<\/p>\n<h2 id=\"ctv-viewership-trends-and-audience-behavior\" class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-editorial font-bold text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">CTV viewership trends and audience behavior<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">CTV ad trends are inseparable from shifts in viewership and audience behavior. In 2025 and 2026, the number of CTV viewers in the U.S. has surpassed 250 million, while global estimates indicate that well over a billion households own at least one smart TV. This scale means CTV has become a mass\u2011reach channel, not a niche add\u2011on to linear TV.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Viewers are also increasingly comfortable with ad\u2011supported streaming tiers, which is crucial for CTV ad trends. Recent statistics show that around three\u2011quarters of consumers are willing to watch ads in exchange for free or discounted content. Major streaming platforms have leaned into this behavior with low\u2011cost ad\u2011supported plans, quickly building tens of millions of ad\u2011tier subscribers and dramatically expanding the available CTV inventory pool.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">At the same time, CTV viewership trends reveal fragmentation and complexity. Audiences are spread across numerous services, devices, and operating systems, from smart TV apps to streaming sticks and gaming consoles. <a href=\"https:\/\/starti.ai\/blog\/ctv-marketing-platform-strategies-for-high-performance-connected-tv-advertising\/\">Marketers must therefore design connected TV advertising strategies<\/a> that account for cross\u2011publisher frequency management, identity resolution without third\u2011party cookies, and the need to unify data across multiple walled gardens.<\/p>\n<h2 id=\"programmatic-ctv-trends-and-automation\" class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-editorial font-bold text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">Programmatic CTV trends and automation<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Programmatic CTV trends are redefining how media is bought and optimized. The fact that over 90 percent of CTV ad spend is now transacted programmatically means that real\u2011time bidding, private marketplaces, and programmatic guaranteed deals are the default mechanisms for securing CTV inventory. This programmatic CTV wave allows marketers to activate granular audience segments, test multiple creatives, and adjust bids dynamically based on performance signals.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Another critical programmatic CTV trend is the focus on supply\u2011path optimization. With many intermediaries in the CTV supply chain, advertisers are demanding more transparency into where their ads run, what fees are charged, and how much budget reaches the publisher. Supply\u2011path optimization strategies focus on consolidating demand partners, leveraging direct integrations with major CTV publishers, and using log\u2011level data to identify the most efficient programmatic CTV paths.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">In 2026, programmatic CTV also leans heavily on first\u2011party data and clean\u2011room environments for targeting and attribution. As privacy regulations tighten and cookie\u2011based tracking erodes, marketers are pairing their CRM and transaction data with CTV platform data in privacy\u2011safe environments. This makes it possible to analyze CTV performance at the household or cohort level without compromising user privacy, while still optimizing for conversions, incremental sales, and lifetime value.<\/p>\n<h2 id=\"creative-and-format-trends-in-ctv-advertising\" class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-editorial font-bold text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">Creative and format trends in CTV advertising<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">CTV ad trends are reshaping the creative canvas for TV. Traditional thirty\u2011second spots remain important, but connected TV ad trends show rapid growth in interactive and shoppable formats that turn the big screen into a direct\u2011response channel. Recent data indicates that CTV shoppable ads can convert several times better than standard video ads, especially when paired with QR codes and synchronized mobile experiences.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">One of the standout CTV creative trends is the rise of pause ads and home\u2011screen placements. Pause ads appear when viewers stop content, offering a less intrusive and more contextually relevant moment for brand messaging. Home\u2011screen tiles, sponsored rows, and content discovery placements allow marketers to influence what viewers watch next, blending content promotion with advertising and driving higher engagement.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">CTV creative trends also emphasize dynamic creative optimization, or DCO, where ad elements such as offer, product, background, and call\u2011to\u2011action are automatically tailored to each audience segment. AI\u2011powered DCO on CTV can leverage signals like geography, time of day, weather, or inferred interests to serve the most relevant creative variant. This approach improves completion rates and conversions, making CTV feel more like personalized digital media and less like one\u2011size\u2011fits\u2011all TV.<\/p>\n<h2 id=\"performance-ctv-trends-and-outcomebased-buying\" class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-editorial font-bold text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">Performance CTV trends and outcome\u2011based buying<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">One of the most important CTV ad trends in 2026 is the pivot toward performance CTV models where brands pay for business outcomes rather than impressions. Studies have shown that CTV advertising can deliver return on investment several times higher than linear TV, with measurable uplifts in overall <a href=\"https:\/\/starti.ai\/blog\/connected-tv-campaigns-complete-ctv-advertising-guide-for-performance-marketers\/\">marketing performance when CTV<\/a> is integrated into the media mix. This impact has encouraged brands to adopt outcome\u2011based buying models that tie spend directly to cost per completed view, cost per visit, cost per lead, or cost per order.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Performance CTV trends also highlight the rise of attention\u2011based metrics and outcome guarantees. Instead of paying solely for served impressions, advertisers are exploring attention\u2011adjusted pricing that accounts for viewability, completion, and engagement. Some CTV platforms are offering guarantees related to incremental conversions or sales lift, positioning CTV as a provable performance channel rather than just a reach vehicle.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">These <a href=\"https:\/\/starti.ai\/blog\/beyond-social-why-performance-marketers-are-pivoting-to-ctv-in-2026\/\">performance CTV ad trends are changing how marketers<\/a> structure their budgets and KPIs. CTV is no longer isolated in brand\u2011only line items; instead, it appears in performance budgets alongside paid social, search, and programmatic display. This integration requires better multi\u2011touch attribution, experimentation frameworks, and unified reporting that show exactly how CTV contributes to lower\u2011funnel outcomes such as app installs, subscription starts, and e\u2011commerce transactions.<\/p>\n<h2 id=\"ctv-attribution-trends-and-measurement-evolution\" class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-editorial font-bold text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">CTV attribution trends and measurement evolution<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">CTV ad trends would not be complete without the rapid evolution of measurement and attribution. Historically, television measurement lagged digital channels, but connected TV attribution trends show meaningful progress toward holistic, cross\u2011screen insights. Marketers are now layering impression\u2011level CTV data with website analytics, app events, and offline sales data to quantify lift and ROI.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Incrementality testing is a central CTV attribution trend, where exposed and control groups are compared to determine the true incremental impact of CTV campaigns. This method helps brands avoid double\u2011counting conversions that would have happened anyway and provides a reliable read on the contribution of CTV to sales and brand health. Media mix modeling is also being modernized to incorporate CTV, capturing its interplay with search, social, and retail media.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Another important CTV attribution trend is the use of automatic content recognition on smart TVs and household\u2011level identifiers to understand viewing behavior and ad exposure patterns. While privacy is a core concern, responsible use of these technologies allows marketers to track frequency across CTV and linear, manage overlap, and tie exposure to downstream actions. In turn, this fuels more accurate CTV attribution models and sharper optimization strategies.<\/p>\n<h2 id=\"ai-and-machine-learning-in-ctv-ad-trends\" class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-editorial font-bold text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">AI and machine learning in CTV ad trends<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">AI is at the heart of many of the most powerful CTV ad trends in 2026. Machine learning models are used to predict which households are most likely to convert, adjust bids in real time, and choose the optimal creative sequence for each viewer. AI also powers fraud detection in CTV environments by flagging suspicious traffic patterns, invalid devices, or spoofed inventory.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">On the creative side, AI is enabling automated versioning and real\u2011time creative decisioning. Marketers can feed a base asset into a CTV creative system that generates numerous variants with different offers, messages, and visuals. The system then learns which combinations drive the highest engagement and conversion rates by cohort and context, continuously improving performance without manual testing of every single variant.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">AI also plays a growing role in predictive CTV planning. Instead of relying solely on historical performance, advanced models ingest signals from across the streaming ecosystem, including content consumption trends, platform launches, and economic indicators. They then forecast where and when to deploy CTV budgets for maximum impact, helping brands navigate an increasingly complex landscape of providers, formats, and audience segments.<\/p>\n<h2 id=\"ctv-ad-trends-by-vertical-and-use-case\" class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-editorial font-bold text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">CTV ad trends by vertical and use case<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">CTV ad trends vary by industry, but some patterns are clear. Direct\u2011to\u2011consumer brands and app\u2011first businesses have been early adopters of performance CTV, using precise targeting and attribution to acquire new users efficiently. Retailers and marketplaces lean on CTV combined with retail media data to promote offers, flash sales, and product launches, often measuring success in incremental revenue and basket size.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Automotive, travel, and financial services brands use connected TV advertising to blend brand storytelling with lower\u2011funnel tactics. For example, a car brand might run a cinematic upper\u2011funnel spot followed by retargeted CTV ads that highlight local dealer offers or financing options. A travel brand might retarget website visitors with destination\u2011specific CTV creatives and measure bookings. These industry\u2011specific CTV ad trends demonstrate the channel\u2019s flexibility, from inspiration to conversion.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Local and regional advertisers are also increasingly active in CTV, thanks to more accessible buying tools and budget\u2011friendly options. Where linear TV used to be out of reach for smaller businesses, self\u2011serve CTV platforms and managed services now allow local restaurants, clinics, dealerships, and franchisees to run highly targeted connected TV advertising campaigns within specific ZIP codes or designated market areas, often measured against store visits and local leads.<\/p>\n<h2 id=\"company-spotlight-ctv-performance-with-starti\" class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-editorial font-bold text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">Company spotlight: CTV performance with Starti<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Within this shifting landscape, specialized CTV platforms are emerging to harness these CTV ad trends for performance\u2011driven advertisers. Starti is a pioneering <a href=\"https:\/\/starti.ai\/blog\/ctv-ad-roi-how-to-maximize-connected-tv-performance-and-profit\/\">Connected TV advertising platform dedicated to precision performance and measurable ROI<\/a>, transforming CTV screens into profit engines rather than delivering empty impressions. By focusing on tangible results such as app installs, sales conversions, and revenue\u2011driving actions, Starti aligns its technology and incentives with client outcomes, delivering accountable advertising across every screen.<\/p>\n<h2 id=\"ctv-ad-trends-in-shoppable-interactive-and-retail\" class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-editorial font-bold text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">CTV ad trends in shoppable, interactive, and retail media<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\"><a href=\"https:\/\/starti.ai\/blog\/shoppable-tv-ads-2026-the-rise-of-interactive-ctv-advertising-transforming-marketing\/\">Shoppable and interactive formats are among the fastest\u2011growing CTV<\/a> ad trends. Recent research shows that shoppable CTV ads can deliver conversion rates several times higher than standard video, especially when interactive commerce features guide the viewer from interest to checkout within minutes. Younger viewers in particular are more likely to interact with CTV ads, add products to a shopping basket, or scan QR codes as part of their viewing experience.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Retail media is also deeply intertwined with CTV ad trends in 2026. As retail media spending climbs into the tens of billions of dollars globally, retailers are integrating their rich first\u2011party purchase data with CTV inventory. This allows brands to target households based on real purchase intent and measure incremental sales directly attributable to CTV exposure, strengthening CTV\u2019s position as an engine of performance, not just awareness.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">In addition, CTV ad trends highlight the importance of frictionless handoffs between the TV screen and mobile or desktop devices. Well\u2011designed shoppable ads use clear calls\u2011to\u2011action, short URLs, or scannable codes to bridge the gap between viewing and buying. When supported by strong cross\u2011device identity and attribution, this journey gives marketers an end\u2011to\u2011end view from ad exposure to sale.<\/p>\n<h2 id=\"ctv-ad-trends-in-live-sports-news-and-events\" class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-editorial font-bold text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">CTV ad trends in live sports, news, and events<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Live sports and news are critical drivers of many CTV ad trends. As major leagues and broadcasters expand their streaming rights and launch dedicated apps, live CTV inventory has exploded. Consulting studies estimate that live connected TV ad spend is already in the high single\u2011digit billions and could add several more billions in incremental spend by 2028, with a large portion flowing through programmatic channels.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">For advertisers, live CTV brings the best of both worlds: the appointment\u2011viewing impact of live sports combined with the targeting and measurement advantages of CTV. Marketers can buy live sports audiences using behavioral or demographic segments, cap frequency at the household level, and measure conversions that occur during or shortly after a game. This makes live CTV a cornerstone of many brand and performance strategies.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Event\u2011driven CTV ad trends also include tentpole series releases, award shows, and premium premieres that attract mass audiences to specific streaming platforms. Brands capitalize on these moments with bespoke CTV creative, sponsorship integrations, and cross\u2011screen campaigns that surround the event with coordinated messaging on mobile, desktop, and social channels, reinforcing the impact of connected TV advertising throughout the funnel.<\/p>\n<h2 id=\"ctv-ad-trends-by-platform-and-ecosystem-players\" class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-editorial font-bold text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">CTV ad trends by platform and ecosystem players<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">CTV ad trends are heavily influenced by the strategies of major platforms and device manufacturers. Large streaming services with ad\u2011supported tiers now reach tens of millions of households, creating significant pools of premium inventory. At the same time, free ad\u2011supported streaming television services, often called FAST channels, provide always\u2011on linear\u2011style viewing within CTV environments, expanding reach for CTV advertisers.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Device makers and operating system providers play a critical role in CTV trends by controlling the home screen, app store, and operating system layer. Their ad products range from start\u2011up ads that appear when the TV turns on to sponsored content rows and universal search placements, all of which advertisers can access through CTV campaigns. These placements are increasingly bought programmatically and measured alongside in\u2011stream video ads.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">CTV ad trends also include the rise of alternative TV ecosystems, such as gaming consoles and multi\u2011platform publisher apps. Many viewers watch streaming content through consoles, and publishers syndicate their content across numerous TV and device environments. This complexity underscores the importance of cross\u2011platform identity, audience planning, and consistent creative strategies that can adapt to multiple CTV contexts without losing cohesion.<\/p>\n<h2 id=\"ctv-ad-trends-in-privacy-regulation-and-brand-safe\" class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-editorial font-bold text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">CTV ad trends in privacy, regulation, and brand safety<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Privacy and regulatory changes are shaping CTV ad trends as much as technology and audience behavior. Data protection laws and platform policies have tightened restrictions on cross\u2011site tracking, pushing marketers to rely more heavily on consented, first\u2011party data and privacy\u2011safe identity solutions. CTV, which often operates with logged\u2011in users and household\u2011level identifiers, is relatively well positioned for this environment compared to cookie\u2011dependent channels.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Brand safety and suitability remain top priorities in CTV advertising trends. Advertisers expect their CTV ads to appear alongside high\u2011quality, premium content rather than user\u2011generated or questionable material. To meet this expectation, CTV platforms and publishers are investing in more robust content classification, contextual controls, and pre\u2011bid brand safety tools that give marketers precise control over where their ads run.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">These CTV ad trends also highlight the importance of fraud prevention. While CTV fraud is a smaller share of total spend than some other channels, its higher CPMs make it a lucrative target. Advertisers increasingly require third\u2011party verification, server\u2011side measurement, and transparent logs to ensure that their connected TV advertising budgets are reaching real viewers on real devices.<\/p>\n<h2 id=\"real-ctv-use-cases-and-measurable-roi\" class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-editorial font-bold text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">Real CTV use cases and measurable ROI<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Across industries, CTV ad trends are built on real use cases where brands measure and optimize for ROI. A direct\u2011to\u2011consumer retailer might use CTV to introduce the brand with a storytelling spot, then retarget site visitors with product\u2011specific CTV ads that highlight best\u2011sellers and limited\u2011time discounts. By connecting CTV exposure to e\u2011commerce data, the retailer can calculate cost per incremental order and adjust spend accordingly.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">A mobile app marketer can leverage performance CTV trends by running app install campaigns on connected TV, tracking when a viewer exposed to a CTV ad later installs the app on a mobile device. With the right attribution framework, the marketer can compare cost per install from CTV against social and mobile video, often discovering that CTV delivers higher\u2011quality users with better retention and lifetime value.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">For an automotive brand, CTV ad trends support a full\u2011funnel journey. The campaign might begin with broad CTV reach around a new model launch, followed by retargeting households that visited the website or configured a vehicle. The brand can then measure form fills, dealer visits, and sales uplift in regions exposed to CTV versus control regions, proving the incremental impact of connected TV advertising on real\u2011world outcomes.<\/p>\n<h2 id=\"top-ctv-advertising-solutions-and-platforms\" class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-editorial font-bold text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">Top CTV advertising solutions and platforms<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">The CTV ecosystem includes a range of solutions that align with emerging CTV ad trends. While offerings differ, most leading platforms focus on performance, transparency, and cross\u2011screen orchestration.<\/p>\n<div class=\"group relative my-[1em]\">\n<div class=\"w-full overflow-auto rounded-lg md:max-w-[90vw] border-subtlest ring-subtlest divide-subtlest bg-raised dark:bg-offset\">\n<table class=\"my-0 w-full table-auto border-separate border-spacing-0 text-sm font-sans rounded-lg border-x border-t border-subtle [&amp;_tr:last-child_td:first-child]:rounded-bl-lg [&amp;_tr:last-child_td:last-child]:rounded-br-lg\">\n<thead class=\"\">\n<tr>\n<th class=\"border-subtle p-sm break-normal border-b text-left align-bottom border-r last:border-r-0 font-bold bg-subtler last:border-radius-tr-lg first:border-radius-tl-lg\">CTV Solution Type<\/th>\n<th class=\"border-subtle p-sm break-normal border-b text-left align-bottom border-r last:border-r-0 font-bold bg-subtler last:border-radius-tr-lg first:border-radius-tl-lg\">Key Advantages<\/th>\n<th class=\"border-subtle p-sm break-normal border-b text-left align-bottom border-r last:border-r-0 font-bold bg-subtler last:border-radius-tr-lg first:border-radius-tl-lg\">Typical Ratings Sentiment<\/th>\n<th class=\"border-subtle p-sm break-normal border-b text-left align-bottom border-r last:border-r-0 font-bold bg-subtler last:border-radius-tr-lg first:border-radius-tl-lg\">Primary Use Cases<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Programmatic CTV DSPs<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Unified buying across multiple CTV publishers, granular audience targeting, real\u2011time optimization, robust reporting<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Generally high among data\u2011driven advertisers who want control and scale<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">National and global campaigns, advanced audience strategies, complex retargeting<\/td>\n<\/tr>\n<tr>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">CTV\u2011first Performance Platforms<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Outcome\u2011based pricing, direct integrations with performance data sources, strong attribution and incrementality tools<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Strong adoption by growth marketers focused on ROAS and CPA<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">App installs, e\u2011commerce growth, subscription sign\u2011ups, lead generation<\/td>\n<\/tr>\n<tr>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Publisher Direct CTV Platforms<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Access to premium inventory, sponsorships, and custom integrations; preferred access to tentpole content<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Highly rated for brand impact and content alignment<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Brand storytelling, event sponsorship, live sports activations<\/td>\n<\/tr>\n<tr>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Retail\u2011Integrated CTV Solutions<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Use of shopper and purchase data for precise targeting, direct measurement of incremental sales<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Increasingly favored by CPG and retail advertisers<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">In\u2011store sales lift, new product launches, co\u2011op marketing campaigns<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<div class=\"bg-base border-subtle shadow-subtle pointer-coarse:opacity-100 right-xs absolute bottom-xs flex rounded-md border opacity-0 transition-opacity group-hover:opacity-100 [&amp;&gt;*:not(:first-child)]:border-subtle [&amp;&gt;*:not(:first-child)]:border-l\">\n<div class=\"flex\">\n<div class=\"flex items-center min-w-0 gap-two justify-center\">\n<div class=\"flex shrink-0 items-center justify-center size-4\"><\/div>\n<\/div>\n<\/div>\n<div class=\"flex\">\n<div class=\"flex items-center min-w-0 gap-two justify-center\">\n<div class=\"flex shrink-0 items-center justify-center size-4\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">These solution categories frequently overlap, and many marketers run hybrid setups that use a mix of programmatic CTV, direct publisher deals, and specialized performance platforms. The common thread across all CTV ad trends is the emphasis on measurable business outcomes, not just gross rating points or impressions.<\/p>\n<h2 id=\"competitor-comparison-matrix-ctv-buying-approaches\" class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-editorial font-bold text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">Competitor comparison matrix: CTV buying approaches<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Marketers choosing between different CTV buying approaches often compare them on transparency, control, flexibility, and performance.<\/p>\n<div class=\"group relative my-[1em]\">\n<div class=\"w-full overflow-auto rounded-lg md:max-w-[90vw] border-subtlest ring-subtlest divide-subtlest bg-raised dark:bg-offset\">\n<table class=\"my-0 w-full table-auto border-separate border-spacing-0 text-sm font-sans rounded-lg border-x border-t border-subtle [&amp;_tr:last-child_td:first-child]:rounded-bl-lg [&amp;_tr:last-child_td:last-child]:rounded-br-lg\">\n<thead class=\"\">\n<tr>\n<th class=\"border-subtle p-sm break-normal border-b text-left align-bottom border-r last:border-r-0 font-bold bg-subtler last:border-radius-tr-lg first:border-radius-tl-lg\">Buying Model<\/th>\n<th class=\"border-subtle p-sm break-normal border-b text-left align-bottom border-r last:border-r-0 font-bold bg-subtler last:border-radius-tr-lg first:border-radius-tl-lg\">Inventory Access<\/th>\n<th class=\"border-subtle p-sm break-normal border-b text-left align-bottom border-r last:border-r-0 font-bold bg-subtler last:border-radius-tr-lg first:border-radius-tl-lg\">Transparency and Control<\/th>\n<th class=\"border-subtle p-sm break-normal border-b text-left align-bottom border-r last:border-r-0 font-bold bg-subtler last:border-radius-tr-lg first:border-radius-tl-lg\">Measurement Strength<\/th>\n<th class=\"border-subtle p-sm break-normal border-b text-left align-bottom border-r last:border-r-0 font-bold bg-subtler last:border-radius-tr-lg first:border-radius-tl-lg\">Ideal For<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Direct Publisher IO<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Specific network or app inventory, often in premium positions<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">High control over context, less flexibility in optimization and pacing<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Strong for upper\u2011funnel metrics, can integrate with advanced attribution<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Brand\u2011led campaigns, sponsorships, tentpole events<\/td>\n<\/tr>\n<tr>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Programmatic Open Exchange<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Broad, multi\u2011publisher CTV supply at scale<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">High flexibility, requires strong supply\u2011path optimization and fraud controls<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Strong for performance metrics if integrated with first\u2011party data<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Scale\u2011oriented campaigns, test\u2011and\u2011learn strategies, always\u2011on buys<\/td>\n<\/tr>\n<tr>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Private Marketplaces (PMP)<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Curated premium inventory from select publishers<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Good balance of quality and control, often with preferred pricing<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Strong when paired with robust identity and attribution<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Mid\u2011 to upper\u2011funnel objectives with quality needs<\/td>\n<\/tr>\n<tr>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Outcome\u2011Based CTV Platforms<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Inventory across many publishers, optimized to outcomes rather than CPM<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">High performance focus, pricing tied to results, varying visibility into supply<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Strong for ROAS\u2011driven marketers and incremental lift analysis<\/td>\n<td class=\"px-sm border-subtle min-w-[48px] break-normal border-b border-r last:border-r-0 \">Direct\u2011response advertisers, growth teams, performance\u2011first brands<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<div class=\"bg-base border-subtle shadow-subtle pointer-coarse:opacity-100 right-xs absolute bottom-xs flex rounded-md border opacity-0 transition-opacity group-hover:opacity-100 [&amp;&gt;*:not(:first-child)]:border-subtle [&amp;&gt;*:not(:first-child)]:border-l\">\n<div class=\"flex\">\n<div class=\"flex items-center min-w-0 gap-two justify-center\">\n<div class=\"flex shrink-0 items-center justify-center size-4\"><\/div>\n<\/div>\n<\/div>\n<div class=\"flex\">\n<div class=\"flex items-center min-w-0 gap-two justify-center\">\n<div class=\"flex shrink-0 items-center justify-center size-4\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Understanding these differences helps advertisers choose the mix that best aligns with their goals and internal capabilities, which is vital as CTV ad trends move toward more performance\u2011centric strategies.<\/p>\n<h2 id=\"core-technology-trends-behind-ctv-advertising\" class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-editorial font-bold text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">Core technology trends behind CTV advertising<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Under the surface of visible CTV ad trends lies a stack of core technologies. Identity resolution tools, often operating at the household level, tie together exposures across multiple apps and devices in a privacy\u2011conscious way. This identity layer is crucial for frequency management, sequential messaging, and cross\u2011screen attribution.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Ad decisioning systems and ad servers determine which creative runs where and when, balancing deal priorities, pacing, and performance. These systems ingest real\u2011time signals about inventory, audience, and bids, then choose the best ad to serve. For CTV, where buffering or latency can ruin the viewer experience, these decisions must be extremely fast and reliable.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Data pipelines and reporting layers complete the core technology behind CTV ad trends. <a href=\"https:\/\/starti.ai\/blog\/ai-ad-optimization-software-for-higher-roas-and-performance-marketing\/\">Marketers need near\u2011real\u2011time access to delivery and performance data to optimize<\/a> pacing, bids, and creative. Advanced setups push this data into dashboards, business intelligence tools, and experimentation frameworks that support test\u2011and\u2011learn cultures around connected TV advertising.<\/p>\n<h2 id=\"future-ctv-ad-trends-and-forecasts\" class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-editorial font-bold text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">Future CTV ad trends and forecasts<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Looking ahead, CTV ad trends suggest that connected TV will continue to grow faster than most other major ad channels. Analysts project that CTV will overtake traditional TV advertising within the next few years and could represent a substantial share of total video ad spend globally by 2030. This shift will likely be accompanied by continued declines in linear TV budgets and a more permanent reallocation of brand funds toward CTV and other digital video formats.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Convergence between CTV and retail media is set to intensify. As retailers build or expand their own CTV and streaming properties, the distinction between retail media networks and CTV platforms will blur. Brands will increasingly evaluate CTV based on incremental sales, loyalty metrics, and customer lifetime value, not just reach and frequency.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Finally, CTV ad trends indicate a future where attention, outcomes, and privacy\u2011safe personalization dominate. Advertisers will prioritize partners that can prove incremental impact, respect user privacy, and deliver creative that feels relevant, timely, and non\u2011disruptive. For marketers who embrace these trends, connected TV advertising will remain one of the most powerful levers for both brand building and performance growth.<\/p>\n<h2 id=\"practical-steps-to-win-with-ctv-ad-trends\" class=\"mb-2 mt-4 [.has-inline-images_&amp;]:clear-end font-editorial font-bold text-lg first:mt-0 md:text-lg [hr+&amp;]:mt-4\">Practical steps to win with CTV ad trends<\/h2>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">To capitalize on these CTV ad trends, marketers should start by clarifying the role of CTV in their broader media strategy. If the goal is performance, then outcome\u2011based buying, robust attribution, and strong creative testing frameworks are essential. If the goal is brand impact with measurable contribution to sales, then a hybrid approach that combines premium placements with programmatic optimization may be best.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Next, advertisers should invest in data and measurement foundations that support CTV at scale. This includes integrating CTV impression data with analytics systems, establishing incrementality testing protocols, and selecting identity solutions that are both effective and privacy\u2011compliant. Doing so ensures that connected TV advertising is not a black box but a transparent, optimizable channel.<\/p>\n<p class=\"my-2 [&amp;+p]:mt-4 [&amp;_strong:has(+br)]:inline-block [&amp;_strong:has(+br)]:pb-2\">Finally, success with CTV ad trends requires constant experimentation. Creative formats, frequency caps, audience segments, and attribution windows should all be tested and refined. As the CTV ecosystem evolves, marketers who regularly adapt their strategies, partner mix, and technology stack will be best positioned to turn CTV ad trends into lasting competitive advantage.<\/p>\n<\/div>\n<div class=\"absolute z-[5]\">\n<div class=\"bg-base shadow-lg rounded-lg\">\n<div class=\"flex items-center min-w-0 gap-two justify-center\">\n<div class=\"relative truncate text-center mb-0 px-1 leading-loose -mb-px\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Connected TV advertising has moved from experiment to essential, and CTV ad trends in 2026 prove this channel is now the performance engine of video. As audiences cut the cord and streaming dominates total TV viewing, marketers are shifting budgets, rebuilding their media mix, and redesigning creative specifically for CTV environments. CTV ad trends and &#8230; <a title=\"CTV Ad Trends: How Connected TV Advertising Is Reshaping Performance Marketing in 2026\" class=\"read-more\" href=\"https:\/\/starti.ai\/blog\/ctv-ad-trends-how-connected-tv-advertising-is-reshaping-performance-marketing-in-2026\/\" aria-label=\"Read more about CTV Ad Trends: How Connected TV Advertising Is Reshaping Performance Marketing in 2026\">Read more<\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[34],"class_list":["post-1284","post","type-post","status-publish","format-standard","hentry","category-no-show","tag-ctv-ad-trends"],"_links":{"self":[{"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/posts\/1284","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/comments?post=1284"}],"version-history":[{"count":9,"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/posts\/1284\/revisions"}],"predecessor-version":[{"id":3029,"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/posts\/1284\/revisions\/3029"}],"wp:attachment":[{"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/media?parent=1284"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/categories?post=1284"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/starti.ai\/blog\/wp-json\/wp\/v2\/tags?post=1284"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}