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Industry KPIs: Gaming-style ads drive the highest CTV engagement—but momentum is slowing

Article by Marisa Jones  |  May 15, 2026
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Industry KPIs: Gaming-style ads drive the highest CTV engagement—but momentum is slowing
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Connected TVs
Digital Advertising
Digital Video
United States

The news: Gaming CTV ads drive three-to-four times higher engagement than traditional formats, according to our industry KPI data provided by BrightLine. But engagement is declining from its 2025 peak, suggesting that overall performance is normalizing.

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