Connected TV advertising expands with 39% UK growth and new identity integration

DoubleVerify’s 2026 Global Insights report shows that connected TV (CTV) impression volume in the United Kingdom increased 39 percent year‑on‑year in 2025, while the broader EMEA region recorded a 35 percent rise. The data underscores accelerating streaming adoption and rising advertiser investment across the region. The report also highlighted a 140 percent surge in global CTV fraud schemes in the first quarter of 2026, stressing the need for robust media‑quality protections.

On July 30 2026, Adobe Advertising announced an integration with Eyeota’s audience‑data marketplace. The new link enables advertisers to resolve CTV impressions to persistent, consent‑based identifiers and enrich them with demographic, interest and purchase‑signal attributes, creating a cookie‑free, cross‑channel view of audiences. This capability is intended to improve targeting, measurement and ROI for CTV campaigns.