Half of Marketers Increased CTV Budgets, But Only 33% Fully Trust Performance Claims

Half of Marketers Increased CTV Budgets, But Only 33% Fully Trust Performance Claims

WALNUT CREEK, Calif.—Although CTV advertising continues to see rapid growth, a new survey indicates that buyers remain skeptical of some of the performance claims and increasingly are asking hard questions about measurement, accountability and business impact of their CTV ad campaigns. These concerns stand in stark contrast to the longstanding claims that connected TV platforms can provide advertisers with clear and convincing data showing the i…

CTV wins budget but not trust as 62% of buyers doubt claims, Jamloop

Half of 120 surveyed marketers raised CTV budgets, yet just 39% feel confident defending the spend. Over 70% would invest more if measurement proof improves. Continue reading this article on ppc.land. Sign up the PPC Land newsletter to get the latest marketing news.

Half of Marketers Increased CTV Budgets This Year, But Only 33% Fully Trust Platform-Reported Performance Claims

WALNUT CREEK, Calif.--(BUSINESS WIRE)--Jul 9, 2026-

Study: Just 33% of marketers fully trust CTV performance claims

Jamloop, a performance CTV platform that connects streaming TV to real business outcomes, has released research showing that CTV is winning a larger share of marketing budgets, but not yet full trust. As streaming TV moves deeper into performance-oriented media strategies, marketers are no longer satisfied with reach, completion rates, or platform dashboards alone. They […]