Olyzon has unveiled new research conducted in partnership with EMARKETER, titled "CTV Spend Unlocks in 2026: Key Innovations Marketers Say They Need to Scale." The report, based on a survey of 124 CTV ad buyers, indicates that Connected TV (CTV) is entering a phase of accelerated investment as marketers gain confidence in transparency, measurement, and unified optimization approaches.
Quick Intel
The research reflects a pivotal transition in CTV advertising, where marketers are moving beyond testing to commit meaningful budgets as foundational improvements take hold. Greater transparency in inventory and pricing, combined with advanced measurement that ties exposure to business results, is building the trust needed for scaled investment.
While a small portion of respondents have completed the full shift from linear TV, the majority see CTV as a growing priority. Plans to reallocate 5–30% of linear budgets signal strong intent to rebalance media mixes in favor of addressable, data-driven television.
"As CTV continues to scale, marketers are increasingly looking beyond standalone tools toward systems that can connect signals, decisions, and execution," said Arielle Feger, Senior Analyst at EMARKETER. "Agentic AI represents a shift from analysis to action, helping teams move faster, reduce fragmentation, and orchestrate outcomes at scale."
Marketers identified several innovations essential for further acceleration:
More than half of surveyed buyers anticipate CTV outperforming other digital video formats in ROI next year, underscoring optimism about its long-term value in delivering measurable business impact.
"CTV has reached a moment where intent is clear, and expectations are rising," said Jules Minvielle, Co-Founder and CEO of Olyzon. "Marketers are ready to invest more, and this research shows they're not asking for radical change, but for smarter systems that bring clarity, coordination, and confidence to how CTV is planned and executed. As those innovations come together, Olyzon is well-positioned to unlock its next phase of growth."
The full "CTV Spend Unlocks in 2026" report is available for download today.
About Olyzon
Olyzon is the agentic decisioning layer for TV advertising. It transforms TV and business signals into continuous decisions about which platforms and programs to activate, and how to align creative to each viewing context. By operating at the program level and connecting exposure to real outcomes through trusted measurement, Olyzon enables incremental reach and provable business impact as a result of better decisioning. Thrive with All Eyes On TV.
About EMARKETER
EMARKETER is the go-to provider of forecasts, data, and insights across the marketing & advertising, and ecommerce fields. We empower companies to make informed decisions that maximize revenue, optimize spend and anticipate digital disruption by providing actionable forecasts and context from expert analysts, carefully vetted data sources and our proprietary research methodology. EMARKETER is a division of Axel Springer S.E.
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