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April 24, 2026
Why 2026 is the year buyers stopped accepting black-box measurement
Connected TV (CTV) has rapidly matured from a high-growth opportunity into a core part of media plans, bringing greater scrutiny to how it delivers and proves value. As investment increases, the focus is shifting from promise to proof, with measurement, transparency, and trust now at the center of the conversation.
Out-of-home advertising is evolving as digital formats expand what’s possible in physical spaces, creating a clear divide between traditional and screen-based media. While both operate in the same environments, their capabilities, flexibility, and how they’re bought and measured differ significantly.
