Connected TV (CTV) advertising is approaching an inflection point. Marketers are moving from experimentation to acceleration, yet critical barriers are holding back billions in potential investment. Nearly 80% say they would increase CTV budgets by at least 11% if their biggest challenges were addressed, according to new research from EMARKETER and Olyzon.
Based on a survey of 124 CTV ad buyers, this report reveals where confidence is growing, where trust gaps persist, and how innovations in transparency, frequency control, and agentic AI could unlock the next wave of investment. Download to learn what's driving excitement, what's fueling frustration, and what needs to change for CTV to scale in 2026. | 
