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Ad Measurement Trends H1 2026
The Currency Wars Take a Backseat to Outcomes
Outcome-based measurement is overtaking currency debates in TV and connected TV (CTV). Advertisers are focusing more on ROI over legacy metrics and turning to measurement vendors with specialized offerings. AI is making measurement workflows more efficient, but it won’t wholly reshape the landscape yet.
Key Question: How is TV and CTV ad measurement shifting from currency-based metrics to outcome-based performance—and what does that mean for advertisers?
Key Stat: More than one-fourth (27.4%) of marketers worldwide use conversions or sales impact as their top KPI for measuring CTV success.
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Clients can find the full version of this chart later in the report.
authors
Ross Benes
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