Observed Signal · Jul 10, 2026 · Research Report · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
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.
Survey indicates meaningful budget shifts toward CTV and highlights measurement, attribution and fraud concerns that affect how advertisers scale CTV spend—important for measurement vendors, CTV platforms, and agencies but not a major platform policy or market-moving financial event.
Track MarTech Series Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Jamloop released research based on a survey of 120 senior brand and agency marketers titled 'CTV Is Winning Budget. Trust Is Still Catching Up.'
- 50% of marketers said their CTV budgets increased year-over-year.
- 63% of respondents said CTV already plays a strong performance role in their media mix or is becoming a more accountable performance channel.
- Only 33% of marketers said they fully trust most platform-reported performance claims; 62% expressed some level of skepticism.
- More than 70% said they would increase CTV investment if measurement, attribution, and proof of business outcomes improved; over 60% are concerned about fraud or misrepresented inventory in CTV.
Connected Companies & Entities
4 Entities mapped“MarTech Series is a leading publishing platform that provides daily updates on marketing technology news, in-depth interviews with industry ...”
“Author: Business Wire (the article is published under the Business Wire author byline)....”
“Marketing Technology News: MarTech Interview with Theresa Pham, Head of Product @ Wayvia (link referenced in the article)....”
“As part of the iTech Series network, it acts as a 'Brand to Demand' partner....”
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.
Advertisers Boost CTV Spend, Demand Better ROI
A March 2026 industry survey from Advertiser Perceptions and Premion finds most advertisers increasing Connected TV (CTV) budgets in 2026 — roughly seven in ten plan an average 17% spend rise. The report shows the increase is largely a reallocation from linear TV, search and social, with unified teams now controlling the majority of streaming budgets. Programmatic is slated to handle about half of CTV purchases, but buyers complain the ecosystem remains fractured, complicating reach measurement across platforms and walled gardens. As CTV becomes core to media plans, advertisers are demanding simpler activation, improved technology and clearer measurement to justify larger investments.
Evalueserve Partners with Databricks to Accelerate Data and AI Transformation
The page now features a new set of press releases, including Evalueserve's partnership with Databricks, UserTesting's new MCP servers, ZoomInfo's integration with Replit, and more.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.