Connected TV advertising secures larger budgets amid lingering trust and measurement concerns

Senior marketers are increasing their Connected TV (CTV) spend, with half reporting higher budgets over the past year. Despite this growth, only a third fully trust platform-reported performance claims. A Jamloop survey of 120 senior brand and agency marketers found that 62% express skepticism, while 70% would boost investment if measurement, attribution, and proof of business outcomes improved. Fraud worries also persist, with more than 60% concerned about misrepresented inventory and studies showing significant waste from impressions on switched‑off screens.

Industry experts at the MAU Vegas 2026 conference highlighted both the potential and the challenges of CTV. Abby Patton of Fetch noted, "We quickly found it to be very highly performant in actually acquiring users," and Jeff Fagel, CMO of Jamloop, said, "What buyers are asking now is a tougher question: what business outcomes does CTV actually drive?" The discussion underscored the need for a multi‑method measurement system to prove incremental value and address the current trust gap.

These findings point to a growing but still uncertain role for CTV as a performance channel, with advertisers seeking clearer attribution and fraud safeguards before committing further budget.