--- title: TVTech: Ad Tech and CTV Experts Forecast 2026’s Biggest Trends description: Discover the top trends in CTV and ad tech for 2026, from AI advancements to voice control, as industry experts share their insights. image: https://directdigitalholdings.com/hubfs/banner.webp --- [Skip to content](https://directdigitalholdings.com/blog/tvtech-ad-tech-and-ctv-experts-forecast-2026s-biggest-trends#main-content) [![DDH-Group-Logo-2025](https://directdigitalholdings.com/hs-fs/hubfs/DDH-Group-Logo-2025.png?width=8192&height=3091&name=DDH-Group-Logo-2025.png "DDH-Group-Logo-2025")](https://directdigitalholdings.com/) - Company - [About](https://directdigitalholdings.com/about) - [Awards](https://directdigitalholdings.com/awards-recognition) - [Events](https://directdigitalholdings.com/events) - [Team](https://directdigitalholdings.com/team) - [Careers](https://workforcenow.adp.com/mascsr/default/mdf/recruitment/recruitment.html?cid=2a589a95-d725-4b76-9185-1f88b5231fb5&ccId=19000101_000001&lang=en_US) - [Contact](https://directdigitalholdings.com/contact) - [Buyers](https://directdigitalholdings.com/buyers) - [Publishers](https://directdigitalholdings.com/publishers) - Resources - [AI Hub](https://directdigitalholdings.com/ai-council-resource-center) - [Blog](https://directdigitalholdings.com/blog) - [Press Releases](https://directdigitalholdings.com/press-releases) - [Webinars](https://directdigitalholdings.com/webinars) - [White Papers](https://directdigitalholdings.com/whitepapers) - Investors - [Overview](https://ir.directdigitalholdings.com/) - [Investor News & Events](https://ir.directdigitalholdings.com/news-events) - [Company Info](https://ir.directdigitalholdings.com/company-information) - [Stock Data](https://ir.directdigitalholdings.com/stock-data/quote) - [SEC Filings](https://ir.directdigitalholdings.com/sec-filings) - [Governance](https://ir.directdigitalholdings.com/corporate-governance) [ Get in touch ](https://directdigitalholdings.com/contact) # TVTech: Ad Tech and CTV Experts Forecast 2026’s Biggest Trends Discover the top trends in CTV and ad tech for 2026, from AI advancements to voice control, as industry experts share their insights. ![TVTech: Ad Tech and CTV Experts Forecast 2026’s Biggest Trends](https://directdigitalholdings.com/hubfs/banner.webp) #### [Written by Direct Digital Holdings](https://directdigitalholdings.com/blog/author/direct-digital-holdings) Category #### [Advertising Industry Information](https://directdigitalholdings.com/blog/tag/advertising-industry-information) TVTech: Ad Tech and CTV Experts Forecast 2026’s Biggest Trends 1:28 ## From AI to voice control, execs sound off on 2026 trends that are reshaping the CTV and ad tech businesses ### By [Phil Kurz](https://www.tvtechnology.com/author/philkurz) 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. 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All rights reserved.   [Privacy Policy  ](https://directdigitalholdings.com/privacy-policy)|  [Terms of Use](https://directdigitalholdings.com/terms-of-use) Cookie Settings [![Visit facebook](https://f.hubspotusercontent10.net/hubfs/8768169/One%20Elements/images/social-icons/facebook.svg) ](https://www.facebook.com/directdigitalholdings) [![Visit twitter](https://f.hubspotusercontent10.net/hubfs/8768169/One%20Elements/images/social-icons/twitter.svg) ](https://twitter.com/directdigitalh) [![Visit instagram](https://f.hubspotusercontent10.net/hubfs/8768169/One%20Elements/images/social-icons/instagram.svg) ](https://www.instagram.com/directdigitalholdings/) [![Visit linkedin](https://f.hubspotusercontent10.net/hubfs/8768169/One%20Elements/images/social-icons/linkedin.svg) ](https://www.linkedin.com/company/direct-digital-holdings) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Direct Digital Holdings", "url" : "https://directdigitalholdings.com/blog/author/direct-digital-holdings" }, "dateModified" : "2025-12-30T17:03:24.671Z", "datePublished" : "2025-12-30T17:02:41.000Z", "headline" : "TVTech: Ad Tech and CTV Experts Forecast 2026’s Biggest Trends", "image" : [ "https://directdigitalholdings.com/hubfs/banner.webp" ], "mainEntityOfPage" : { "@id" : "https://directdigitalholdings.com/blog/tvtech-ad-tech-and-ctv-experts-forecast-2026s-biggest-trends", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://directdigitalholdings.com/hubfs/DDH-Group-Logo-2025.png" }, "name" : "Direct Digital Holdings" } } ``` ```json { "@context" : "https://schema.org", "@id" : "https://directdigitalholdings.com/blog/tvtech-ad-tech-and-ctv-experts-forecast-2026s-biggest-trends#webpage", "@type" : "WebPage", "about" : [ "CTV", "ad tech", "2026 trends", "AI advertising", "voice control", "connected TV", "advertising platforms", "digital marketing", "ad spend", "programmatic advertising" ], "description" : "Discover the top trends in Connected TV (CTV) and ad tech for 2026, including AI advancements and voice control, as industry experts from Direct Digital Holdings share their insights. 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