Comscore 2026 State of Programmatic Report: CTV and Audio Expected to Drive Growth With Cross-Channel Performance Measurement Critical to Smarter Allocation Across Platforms

Why It Matters

The findings signal a strategic pivot toward higher‑value, cross‑channel investments, forcing ad tech vendors to prioritize AI, measurement, and privacy‑forward solutions to retain spend.

Key Takeaways

• 58% plan to increase programmatic spend in 2026
• CTV expected to capture 26% of media budgets
• AI optimization deemed essential by 82% of marketers
• 45% shift linear TV budgets to CTV
• Conversion rate tops programmatic performance metrics

Pulse Analysis

The 2026 State of Programmatic report underscores a maturation of the digital buying ecosystem, with advertisers moving beyond volume‑driven tactics toward purposeful allocation. CTV’s ascent to a 26% share of media budgets reflects the convergence of traditional television audiences with programmatic precision, while audio’s 10% share highlights the untapped potential of streaming sound platforms. This shift is prompting agencies to re‑engineer media plans, integrating linear TV insights with programmatic buying to capture fragmented viewership across screens.

Artificial intelligence has transitioned from a differentiator to a baseline capability, as 82% of marketers now deem AI‑driven optimization indispensable. The report identifies audience modeling, bid automation, measurement, and fraud detection as the top AI applications, indicating a hybrid operating model where machine learning augments human strategy. Yet, creative generation remains modest, with only 11% expecting AI to dominate more than 40% of assets, suggesting a balanced approach that blends algorithmic efficiency with human creativity.

Privacy constraints are reshaping targeting tactics, driving a 43% increase in contextual targeting and cementing first‑party data as a core pillar in regulated verticals. Marketers prioritize conversion rate, ROAS, and reach‑frequency over click‑through or social engagement, signaling a results‑oriented mindset. As programmatic expands into CTV and audio, vendors that deliver transparent measurement, robust AI tools, and privacy‑compliant solutions will capture the next wave of growth, aligning spend with tangible business outcomes.