Comscore Inc. has released its 2026 State of Programmatic Report, revealing continued growth in programmatic advertising, particularly in Connected TV $(CTV)$ and audio channels. According to the report, 58% of media buyers expect to increase their programmatic investment in 2026, with CTV and audio projected to capture 26% and 10% of media budgets on average, respectively. The findings highlight a shift toward intentional spending, greater transparency, and a focus on accountable outcomes, with 87% of respondents emphasizing the importance of cross-channel performance metrics. The report also notes a growing emphasis on privacy-forward strategies, with 43% planning to increase contextual targeting and 50% in privacy-regulated sectors naming contextual targeting as their primary tactic. Marketers are prioritizing conversion rate, ROAS, and reach and frequency as key measures of programmatic campaign effectiveness, signaling a mature and outcome-driven market.

Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. comScore Inc. published the original content used to generate this news brief via GlobeNewswire (Ref. ID: 9628276) on January 20, 2026, and is solely responsible for the information contained therein.