Advertisers lack trust in CTV ads despite rising spend
Advertisers increase CTV budgets but continue to face trust issues.
1CTV ad investments on the rise
U.S. investments in connected TV (CTV) ads are expected to grow by 11% by 2026. However, advertisers express low confidence in where their ads are being displayed.
2Trust issues are widespread
According to an Interactive Advertising Bureau (IAB) report, 43% of advertisers have low confidence in the quality of CTV inventory. Even trusted methods like programmatic guarantees fail to resolve this issue.
3Uncertainty around inventory sources
The trust gap in CTV stems from bad actors deploying invalid inventory and advertisers being unsure of the origin of legitimate inventory.
4Low trust in retail media networks
Trust in retail and commerce media networks is also low. 59% of advertisers report having little or no confidence in this space.
5Live content gains prominence
Live digital video content, especially sports and news, is seen as more valuable by advertisers. However, there are doubts about its premium pricing.
6Trust and transparency remain priorities
Advertisers are calling for solutions to trust and transparency issues in CTV. Without addressing these challenges, risks in the growing market will continue to rise.
Original article: Marketing Dive — CTV reklamlarına güven sorunu artıyor