Observed Signal · Nov 13, 2026 · Industry Analysis · Source: AdExchanger · Impact: 3/5 · Sentiment: Neutral
CTV Has Trust Issues
At LUMA's Digital Media Summit, CTV ad tech leaders discussed why advertisers remain skeptical about CTV as a performance channel. Serge Matta of LG Ad Solutions shared an anecdote where a QSR advertiser rejected an offer to pay only for incremental store visits measured by a third party, questioning the measurement's trustworthiness. Lou Paskalis attributed hesitation to legacy barriers and perception of CTV as upper-funnel 'hero media.' Philip Inghelbrecht of Tatari noted the abundance of independent measurement options, but skepticism persists. Vinny Rinaldi of The Trade Desk argued that marketers prioritize business outcomes like seasonality, not ad tech plumbing, and favored DSP-controlled ad delivery over publisher-managed campaigns.
The article highlights persistent trust challenges in CTV advertising despite advanced measurement options, underscoring a key barrier to CTV growth.
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Key Takeaways & Evidence Grounding
- Serge Matta, president of global ad sales at LG Ad Solutions, offered a QSR advertiser a performance guarantee based on incremental visits measured by an independent third party; the advertiser declined due to trust concerns.
- Philip Inghelbrecht, CEO of Tatari, noted that an array of independent third-party measurement companies now offer incrementality models for CTV.
- Vinny Rinaldi, VP of client strategy and growth at The Trade Desk, argued that ending CTV impression delivery should be determined by the DSP, not the publisher, citing a Hershey's Halloween campaign example.
- The article reports discussions at LUMA's Digital Media Summit in November 2026.
Connected Companies & Entities
“Philip Inghelbrecht, CEO of Tatari, discussed the availability of independent measurement options for CTV.”
“Scott Young, co-founder and chief product officer of Transmit.Live, commented on attribution challenges across channels.”
“Vinny Rinaldi, VP of client strategy and growth at The Trade Desk, argued for DSP-controlled ad delivery.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
CTV’s Problem Is Credibility, Not Measurement
The article argues that Connected TV (CTV) has secured a place in media plans but still struggles to win performance budgets because marketers mistrust platform-reported metrics. Citing Jamloop research, the piece notes that many brands are increasing CTV spend and view it as a growing performance channel, yet only a minority fully trust platform claims and most would invest more if proof improved. The author contends that dashboards and platform attribution are insufficient; advertisers need evidence tied to business outcomes (sales, store visits, appointments, revenue) validated across multiple approaches. Credibility around fraud, inventory quality and supply-chain transparency will determine which platforms and partners capture future budgets.
Marketers Boost CTV Budgets; Trust in Reporting Lags
Jamloop published a survey-based report showing Connected TV (CTV) is capturing more marketing budget while advertiser trust in platform-reported performance lags. Based on responses from 120 senior brand and agency marketers, the research found 50% increased CTV budgets year-over-year and 63% say CTV plays a stronger or growing performance role. However, only 33% fully trust platform-reported performance claims and 62% express some skepticism. The report highlights gaps in accountability and measurement—only 42% say CTV is held to the same standards as search and social, and just 39% feel very confident defending CTV spend to leadership. More than 70% of respondents said improved measurement, attribution, and proof of business outcomes would prompt greater CTV investment, while over 60% expressed concerns about fraud or misrepresented inventory.
CTV Advertisers Overly Focused on Audience Targeting?
In an interview filmed at TV Rise 2026 in Seville, Chris Kleinschmidt, VP of Advertising Sales EMEA at TiVo Ads, warns that advertisers and agencies increasingly frame connected TV (CTV) as a pure performance product. While CTV's data-driven capabilities enable unique audience targeting opportunities, Kleinschmidt cautions that a singular focus on performance may lead advertisers to overlook CTV's significant awareness and brand-building potential. He argues that this narrow perspective risks missing the full value of CTV advertising. He also discusses the democratisation of home screen advertising, suggesting a broader trend toward more accessible premium inventory. The article is based on an interview and does not announce any specific corporate event or product launch.
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