Olyzon

CTV created a decision crisis. Marketers want to know where ads ran, who they reached, and why placements matter. Fragmentation makes that impossible... 48,4% now demand program-level transparency to scale. Get the full EMARKETER x Olyzon report on what's next

As CTV has grown, so has the complexity of managing it. 39.5% of marketers say TV campaign management became more complicated because of CTV's rise, adding new layers to planning, buying, and measurement. That complexity is fueling higher expectations. See what 124 ad-buyers prioritize for 2026 in our EMARKETER report

Despite today's frustrations, marketers are entering 2026 with optimism. 56.5% believe CTV will deliver higher ROI than other channels... And they're betting on AI to unlock it. 👁️ From predictive reach modeling to agentic optimization, see what's next. 👉 Download our report—based on insights from 124 ad buyers in partnership with EMARKETER to access the full findings

CTV is nearing a major inflection point. Only 14.5% of marketers have fully shifted linear budgets to CTV. Yet 80% would allocate 11%+ more if their biggest challenges were addressed. ⚡ The demand is there. The infrastructure isn't. 📊 Get the full EMARKETER x Olyzon report on what's next

The CTV tipping point is here. Just 14.5% have fully shifted to streaming. But 80% of marketers would increase CTV investment by 11%+ if transparency, measurement, and control improved. 🔓 The unlock is coming. 👉 Download our report, based on insights from 124 ad buyers in partnership with EMARKETER, to access the full findings

CTV in 2026: Optimism is high. Over half of marketers believe CTV will outperform other channels on ROI. The catalyst? AI-driven planning, predictive modeling, and smarter execution. Download our report, based on insights from 124 ad buyers in partnership with EMARKETER to access the full findings