Comscore 2026 State of Programmatic Report: CTV and Audio expected to drive growth with cross-channel performance measurement critical to smarter allocation across platforms

Proximic by Comscore's recently released 2026 State of Programmatic Report reveals significant trends reshaping the programmatic advertising landscape. Conducted with over 200 media buyer respondents, the report highlights that 58% anticipate an increase in programmatic investments this year. Notably, Connected TV (CTV) and audio are projected to lead this growth, with CTV expected to claim 26% of media budgets and audio 10%. This shift is largely driven by a move to reallocate budgets from traditional linear TV, with 45% of marketers indicating a switch to CTV and 21% to programmatic audio.

A critical theme emerging from the report is the importance of cross-channel performance metrics, with 87% of respondents emphasizing their value in decision-making. Rachel Gantz, Managing Director of Proximic, noted that the programmatic sector is entering a phase characterized by intentional spending and heightened demand for transparency and measurable outcomes across platforms.

Moreover, AI has become a foundational tool in modern programmatic strategies. A striking 82% of marketers deem AI-powered optimization essential, with primary applications expected to include audience targeting (88%), campaign pacing (77%), and measurement (71%). Nonetheless, while 69% plan to incorporate AI-generated creative, only 11% foresee it comprising over 40% of their content.

As privacy regulations increase, 43% of respondents aim to enhance their use of contextual targeting, recognizing the necessity of adapting strategies to ensure effectiveness. Importantly, marketers are prioritizing outcomes over engagement, with conversion rates cited as the most crucial metric for assessing campaign success.

Overall, the report underscores a maturing programmatic market that values growth, control, and performance, reflecting a strategic shift in how buying teams operate today.

In a rapidly evolving media landscape, the recently released 2026 State of Programmatic Report by Comscore underscores pivotal trends that marketers must heed to optimize their advertising strategies. With 58% of media buyers anticipating increased programmatic investments this year, heightened focus on cross-channel performance metrics and effective budget allocation is critical.

The report reveals that Connected TV (CTV) and audio are set to be the key growth drivers, collectively capturing a significant share of advertising budgets—26% for CTV and 10% for audio. Marketers are increasingly reallocating funds from traditional linear TV to these channels, reflecting a maturation of the programmatic market that favors informed spending over mere scale. For strategic investors, this transition highlights the potential for high ROI in these growing segments.

Moreover, the report emphasizes the integral role of artificial intelligence (AI) in shaping programmatic strategies. With 82% of marketers asserting the necessity of AI-powered optimization, implementing AI-driven audience targeting, campaign pacing, and measurement tools will be crucial for staying competitive. Companies should consider investing in solutions that leverage AI to enhance targeting precision and performance tracking.

Importantly, privacy-forward strategies are gaining traction, with 43% of respondents planning to boost their use of contextual targeting. Marketers must adapt to evolving privacy regulations by emphasizing first-party data and contextual approaches to maintain effectiveness and trust with consumers.

In conclusion, as CTV and audio emerge as dominant players in the programmatic space, marketers should prioritize strategic budget allocations, invest in AI capabilities for enhanced decision-making, and adopt privacy-conscious targeting methods. This multifaceted approach will ultimately lead to smarter marketing investments and improved business outcomes in 2026 and beyond.