💰 Ad dollars lag behind audiences
Gracenote, a Nielsen company, has released a report on budget allocation in Connected TV (CTV). The primary takeaway is that market growth is hitting a bottleneck due to a severe lack of transparency.
Approximately 86% of American media planners express a willingness to shift budgets from linear television to CTV, provided they are granted access to granular targeting and reporting at the individual program level (show-level data).
Currently, advertisers are facing a “CTV data gap.” While they can identify the audience, they remain in the dark regarding the specific content environments alongside which their ads are served. Without this critical layer of data, buyers lose confidence in brand safety. Consequently, 95% of media traders find themselves unable to justify budget increases for CTV during the planning phases.
Nevertheless, successful use cases have already begun to emerge. In the first quarter of 2026, the beer brand Dos Equis launched a campaign leveraging Gracenote CTV Content Intelligence. As a result, 100% of its ad impressions were accurately placed within college football broadcasts, driving the cost per thousand (CPM) 7% below the industry benchmark.
Source: Dni Medialogistiki
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