From AI to voice control, execs sound off on 2026 trends that are reshaping the CTV and ad tech businesses
By Phil Kurz
The way people watch TV and the technology continues to change, even as the technology evolves that marketers rely upon to make their ad spend more efficient, better targeted and, in 2026, culturally relevant.
Connected TV viewing is a lynchpin in this transition, helping to give brands and agencies greater insight into the wants and needs of viewers. CTV-derived viewing data in turn enables artificial intelligence to assist advertisers with their campaigns.
Here, “TVTech” presents the predictions of ad tech and CTV luminaries about what 2026 has in store.
Direct Digital Holdings, Calvin Scharffs, VP, Marketing & Maria Vilchez Lowrey, Chief Growth Officer
Calvin: The open web is facing real existential pressure. AI is absorbing consumer traffic, and more ad spend continues to migrate into walled gardens like CTV and commerce media. To retain advertiser interest, the open web must make buying easier through AI-driven tools and improve accessibility for smaller and mid-market advertisers.
Maria: The ad market has been tough because the macroeconomic environment remains unpredictable. Next year may surprise on overall spend, but that spend will likely consolidate around social, CTV and search—where performance is clearest.
