# Advertisers lack trust in CTV ads despite rising spend Advertisers increase CTV budgets but continue to face trust issues. - **Source:** [Marketing Dive](https://www.marketingdive.com) - **Published:** 2026-07-14 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/aa88f293-c655-4cb2-9742-14c95c1a4c24 ## CTV 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. ## Trust 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. ## Uncertainty 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. ## Low 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. ## Live 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. ## Trust 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. ## Sources covering this story - https://www.marketingdive.com/news/advertisers-dont-trust-ctv-inventory-despite-climbing-spend-iab/824988/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._