Observed Signal · Jul 15, 2026 · Industry Report · Source: Digiday · Impact: 3/5 · Sentiment: Negative
Digital video ad spending soars; trust in premium inventory falls
U.S. digital video ad spending is projected to top $80 billion in 2026, but buyer confidence in the quality of that inventory is weakening, according to reporting based on an IAB estimate and interviews. The IAB-linked findings show substantial proportions of buyers expressing low confidence across buying methods: 43% for direct I/O/programmatic guaranteed/self-serve, 55% for private marketplaces (PMPs), and 67% for open exchange/RTB. Buyers and agency executives cited supply-chain fragmentation, inconsistent measurement and limited transparency as drivers. Agencies including Kepler Group and Crispin are pivoting toward direct, deals-based supply relationships and deeper SSP collaboration to regain clarity and control over where impressions run.
Large-scale shift of ad dollars (> $80B) into digital video combined with falling buyer confidence affects buying practices, measurement needs, and SSP/agency relationships across the CTV ecosystem.
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Key Takeaways & Evidence Grounding
- The Interactive Advertising Bureau (IAB) estimates U.S. digital video ad spend will surpass $80 billion in 2026.
- 43% of buyers reported 'somewhat to no confidence' in inventory quality when buying via direct I/O, programmatic guaranteed, or self-serve.
- 55% of buyers reported 'somewhat to no confidence' in private marketplaces (PMPs); 67% reported the same for open exchange/RTB.
- Digiday interviewed six media buyers who cited supply-chain fragmentation, measurement gaps, and transparency shortfalls as reasons for scrutiny.
- Agencies such as Kepler Group and Crispin are favoring deals-first, curated supply approaches and closer SSP relationships to improve transparency.
Connected Companies & Entities
6 Entities mapped“Digiday spoke with six media buyers, all of which agree on the uptick in scrutiny....”
““CTV has matured into a premium channel with premium price tags, and when you’re paying TV-sized CPMs, you expect TV-sized transparency,” Ly...”
“Some agency execs are moving away from relying on brand recognition alone, like Disney+, ESPN or Peacock....”
“Some agency execs are moving away from relying on brand recognition alone, like Disney+, ESPN or Peacock....”
“Some agency execs are moving away from relying on brand recognition alone, like Disney+, ESPN or Peacock....”
“Marketers have taken their digital video ad budgets and thrown rocket fuel on it, growing that spend to surpass $80 billion in the U.S. this...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Digital video enters new era of competition
IAB’s “2026 Digital Video Ad Spend & Strategy Report” finds U.S. digital video ad spending is forecast to reach $81.9 billion in 2026, growing 11% this year and representing 61% of all U.S. TV and video ad spending. The report highlights three trends: targeting has become the top buying priority, social video is outpacing connected TV in buyer preference and spend momentum, and agentic AI is being adopted as an operational tool (used for planning, testing and analysis) while not yet entrusted with spending decisions. IAB projects social video spending of $31.9 billion versus $29.3 billion for connected TV. The findings are based on Guideline billing and forward-booking data, market estimates, industry interviews and a survey of 360 agency and brand decision-makers conducted Feb. 20–March 13, 2026.
Arnd Schulte-Hense joins Plan.Net as Managing Director
Plan.Net Group, the digital agency group of Serviceplan Group, has appointed Arnd Schulte-Hense as Managing Director Operations & Delivery, effective September 1. He will report directly to CEO Christian Schmitz and will focus on building an AI-driven delivery organization to restructure operational client collaboration, emphasizing standardized processes, automation, and data-based control. Schulte-Hense will also develop new client offerings, with the model to be expanded to Plan.Net International. He succeeds the previous operations lead and joins from international agency Dept, where he served as Vice President of Delivery & Partner in the DACH region. This appointment follows recent hires and initiatives at Plan.Net, including the appointment of Alexander Rohwer as Managing Director and the creation of a new AI unit.
Disney TV Launches December 1 with Adult-Focused Programming
Disney will relaunch its German Disney Channel as Disney TV on December 1, 2026. The new channel will target an older, adult audience while retaining children's content. Disney announced a programming slate including series like 'Modern Family,' 'Scrubs,' and 'Seattle Firefighters' during the day and early evening. Prime time will feature crime dramas such as 'Tracker' (making its free-TV premiere), blockbuster films like 'The Lion King,' 'Beauty and the Beast,' and 'Encanto,' as well as Marvel titles like 'Thor,' 'Ant-Man,' and 'Doctor Strange.' Content from Hulu, FX, Marvel, Star Wars, Pixar, and 20th Century Studios will also be included. Children's programming will continue with shows like 'Mickey Mouse Clubhouse+,' 'Spidey and His Amazing Friends,' 'Sofia the First: Royal Magic School,' and 'Miraculous.' The move is aimed at broadening the channel's audience.
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