Observed Signal · Aug 3, 2026 · Industry Analysis / Market Research · Source: The Drum · Impact: 3/5 · Sentiment: Positive
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.
Highlights shifting budget dynamics toward CTV and identifies measurement and credibility gaps that affect advertisers' ability to allocate performance budgets; useful for agencies, platforms, and measurement vendors but not a platform policy or technical release.
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Key Takeaways & Evidence Grounding
- Jamloop research reports half of marketers surveyed increased their CTV budgets over the past year.
- Nearly two-thirds of marketers say CTV already plays, or is becoming, a meaningful performance channel in their media mix (Jamloop research).
- Only one-third of marketers say they fully trust platform-reported performance claims.
- More than 70% of marketers said they would invest more in CTV if proof of business impact improved.
- More than 60% of marketers report seeing at least some diminishing returns from lower-funnel channels like paid search and paid social.
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
Broadcasters Tackle CTV Measurement and Transparency
As advertisers move billions into Connected TV (CTV), industry leaders warn the channel still suffers the transparency, measurement and quality issues that plagued early programmatic buying. Daniel Best, SVP at AI-powered creative effectiveness platform DAIVID, argues that CTV will only scale if buying and measurement become simpler and more transparent. Panel-based TV measurement is described as too slow and costly for modern, high-volume creative testing, prompting a shift toward outcomes-based measurement despite persistent signal gaps. Generative AI is lowering creative production costs and enabling large-scale testing, but Best cautions it’s not a substitute for strong creative ideas or quality control. Without improved accountability and fraud mitigation, the industry risks repeating programmatic-era mistakes that could undermine CTV’s growth.
ZDF expands streaming offering with more than 15 new channels
ZDF is expanding its streaming portal with more than 15 new 'ZDF-Channels', topic-based linear-style channels that are clearly inspired by FAST channels but run without advertising. The channels bundle content by theme, including romance films, crime series, nature documentaries, and a dedicated non-stop channel for the popular show 'Bares für Rares'. They are integrated prominently under the 'Live & TV' menu. According to ZDF, the channels are filled by an algorithm and refreshed daily, allowing users to discover content in a lean-back mode without manually searching for individual programmes. Tina Kutscher, Head of User Products in the ZDF Audience Directorate, said the channels make it easier to discover ZDF content. The move reflects a broader trend of broadcasters adopting FAST-style channel experiences within their own streaming ecosystems.
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