CTV and Streaming Advertising Trends for 2026 Summit: Keynote and Fireside Chat | Behind the Numbers Special Edition

Behind the Numbers: an EMARKETER Podcast · with Kim Marchan · November 20, 2025 · 38 min

Summary

This episode provides a comprehensive look at the future of CTV and streaming advertising, focusing on trends and predictions leading up to 2026. It highlights how data, AI, and programmatic innovation are enhancing efficiency, transparency, and creative opportunities in the CTV landscape. Ecommerce operators will gain actionable insights on leveraging these advancements for more effective advertising strategies and staying ahead in the evolving digital advertising ecosystem.

Key takeaways

• Data and AI are crucial for optimizing programmatic CTV campaigns, leading to greater efficiency and transparency in ad spend.
• Agencies must adapt to the evolving CTV landscape by understanding new ad formats and leveraging data-driven insights for media planning.
• Creative opportunities in CTV are expanding; advertisers should explore innovative ad formats and personalized content delivery.
• Strategic planning for CTV advertising should consider long-term trends and predictions for 2026, including the continued shift from linear TV to digital video.
• Partnerships with ad tech companies like StackAdapt and utilizing research from EMARKETER can provide practical industry insights and solutions for navigating the complexities of the CTV ecosystem.

Themes

Topics covered

Episode description

On today’s special edition podcast episode, EMARKETER Senior Analyst, Ross Benes, unpacks the key trends driving the evolution of steaming and CTV. Afterwards, Ross welcomes Kim Marchan, Head of Agency Development at StackAdapt, to discuss how data, AI, and programmatic innovation are driving efficiency, transparency, and creative opportunity in CTV. Listen everywhere you find podcasts and watch on YouTube and Spotify. To learn more about our research and get access to PRO+ go to EMARKETER.com Follow us on Instagram at: https://www.instagram.com/emarketer/ For sponsorship opportunities contact us: advertising@emarketer.com For more information visit: https://www.emarketer.com/advertise/ Have questions or just want to say hi? Drop us a line at podcast@emarketer.com © 2025 EMARKETER

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Frequently asked about this episode

What does this episode say about paid acquisition?

Data and AI are crucial for optimizing programmatic CTV campaigns, leading to greater efficiency and transparency in ad spend.

What does this episode say about ai & automation?

Agencies must adapt to the evolving CTV landscape by understanding new ad formats and leveraging data-driven insights for media planning.

What does this episode say about analytics & attribution?

Creative opportunities in CTV are expanding; advertisers should explore innovative ad formats and personalized content delivery.

What does this episode say about paid acquisition?

Strategic planning for CTV advertising should consider long-term trends and predictions for 2026, including the continued shift from linear TV to digital video.

What does this episode say about paid acquisition?

Partnerships with ad tech companies like StackAdapt and utilizing research from EMARKETER can provide practical industry insights and solutions for navigating the complexities of the CTV ecosystem.

Listen

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