08/06/2026
Digital video advertising continues to grow rapidly, with social video, connected TV (CTV), and online video all projected to see increased spending. But as marketers invest more, they're also asking tougher questions about where their ads appear, who they're reaching, and whether their campaigns are actually delivering results.
According to the latest 2026 IAB Digital Video Ad Spend & Strategy Report, buyers are placing greater importance on:
1. Transparency & accountability: Marketers want to know exactly where their ads are running and whether the inventory is legitimate.
2. Better audience targeting: As signal loss and AI-generated traffic make audience identification more challenging, understanding who is driving campaign results has become increasingly important.
3. Measurable outcomes: Advertisers don't just want impressions. They want to understand how their investment contributes to real business results.
4. AI with human oversight: While 96% of buyers see a role for agentic AI in programmatic advertising, many still want humans involved, along with clear audit trails and safeguards.
5. Generative AI is becoming mainstream: Nearly two-thirds of buyers now use GenAI for digital video creative, and its role is expected to grow significantly over the next few years.
For small and medium-sized businesses, these trends highlight an important opportunity: better data, clearer reporting, and smarter targeting can make every advertising dollar work harder.
The future of digital advertising isn't just about reaching more people. It's about understanding who you're reaching, where your ads are appearing, and what impact they're actually having.
