In 2024, connected TV (CTV) advertising spending in the United States amounted to ***** billion U.S. dollars. Advertising on CTVs is a growing trend combining the ease of online advertising and the reach of TV. Tailored, skippable ads can be served to target audiences while they are streaming video content on their TVs. At the current pace, CTV ad spend is expected to grow to ***** billion dollars by 2027. Marketers shift finances into CTV amid brand safety concerns U.S. marketers have been duly following the CTV boom, with nearly ** percent of them reallocating budgets from non-video digital ads in favor of CTV. However, not all is rosy in CTV-land, with ************** American marketers citing brand safety as a concern with the medium. Who are the largest CTV spenders? In 2023, the largest share of CTV ad spend in the U.S. was claimed by Disney-owned Hulu, with YouTube and Roku on its heels. While these three key platforms collectively nabbed almost ** percent of ad spending, CTV ad views were ruled by Roku, with its devices securing almost half of the ad views originating from CTV devices across the country.

During a survey among advertising and marketing professionals from Australia, Canada, Singapore, the United Kingdom, and the United States throughout September and October 2023, more than one-third (or 35 percent) of respondents said there was too much advertising on TV. Social media ranked second, mentioned by 31 percent of interviewees. Meanwhile, less than 20 percent of responding marketers cited podcasts and out-of-home (OOH) media.

The Connected TV (CTV) advertising services market, valued at $25.07 billion in 2025, is projected to experience steady growth, driven by the increasing adoption of streaming platforms and smart TVs. The 3.4% CAGR indicates a consistent expansion, fueled by several key factors. The rise in cord-cutting, coupled with the increasing availability of targeted advertising options on CTV platforms, is significantly boosting advertiser interest. Dynamic advertising formats, offering greater flexibility and personalization, are gaining traction over static ads, contributing to market growth. Large enterprises are currently the major consumers of CTV advertising, but the segment of SMEs is expected to show significant expansion over the forecast period due to increased affordability and accessibility of CTV advertising platforms. Geographic expansion is another key driver; while North America currently holds a significant market share, regions like Asia Pacific show considerable potential for growth given the increasing internet and smart TV penetration. However, challenges remain, including issues related to ad fraud and measurement accuracy, which need to be addressed to ensure the continued sustainable growth of the market. Competition among numerous players, including both established digital advertising giants and specialized CTV advertising firms, is also intense, leading to continuous innovation and development of new technologies within the space. The forecast period (2025-2033) anticipates continued growth, albeit at a moderate pace. Factors such as increasing consumer preference for streaming services, enhanced targeting capabilities through data analytics, and the ongoing development of programmatic advertising solutions for CTV will continue to drive the market. However, regulatory concerns regarding data privacy and evolving advertising standards could potentially pose some constraints on growth. The segmentation by application (large enterprises vs. SMEs) and ad type (static vs. dynamic) will continue to evolve, with dynamic advertising expected to witness a faster growth rate, reflecting the industry-wide trend towards personalized and interactive ad experiences. The competitive landscape will remain dynamic, with mergers, acquisitions, and the emergence of innovative players reshaping the market structure.

During the first half of 2025, open programmatic connected TV advertising spending worldwide reached an estimated **** billion U.S. dollars. That represents approximately ** percent of the previous year's full result. In both 2023 and 2024, the fourth quarter accounted for the majority of the annual ad revenues.

Throtle brings the advantages of identity resolution to TV advertising, connecting with individuals wherever they are watching. By linking connected TV identifiers to the Throtle Identity Graph, brands and marketers can deterministically target individuals and households for cross-screen campaign targeting.

The Connected TV (CTV) Advertising Platforms Software market is experiencing robust growth, driven by the increasing adoption of streaming services and the shift in advertising budgets from traditional television to digital platforms. The market, estimated at $15 billion in 2025, is projected to exhibit a Compound Annual Growth Rate (CAGR) of 25% from 2025 to 2033, reaching approximately $70 billion by 2033. This surge is fueled by several key factors. Firstly, the proliferation of smart TVs and streaming devices provides a vast and expanding audience for targeted advertising. Secondly, the advanced targeting capabilities of CTV platforms, allowing for precise audience segmentation based on demographics, viewing habits, and other data points, attract advertisers seeking improved ROI. Thirdly, the development of programmatic advertising solutions for CTV further streamlines the buying and selling of ad inventory, improving efficiency and transparency. The market is segmented by application (Large Enterprise and SMEs) and type (Cloud-based and On-Premise), with cloud-based solutions gaining significant traction due to their scalability and cost-effectiveness. Large enterprises are currently the dominant segment, but SMEs are rapidly adopting CTV advertising as their digital marketing strategies mature. Geographic expansion is also a significant driver, with North America currently leading the market but regions like Asia-Pacific showcasing considerable growth potential due to the rapid adoption of streaming services and increasing internet penetration. However, challenges such as ad fraud, measurement complexities, and data privacy concerns remain hurdles to overcome. Competition is intense, with established players like The Trade Desk, PubMatic, and OpenX alongside emerging innovative companies vying for market share. The competitive landscape is dynamic, with both established ad tech companies and specialized CTV advertising platforms vying for market share. The key to success lies in offering advanced targeting capabilities, robust measurement solutions to address concerns about ad fraud and viewability, and seamless integration with existing ad tech stacks. Furthermore, addressing data privacy concerns and adhering to evolving regulations will be crucial for long-term success. The future of the CTV advertising platform software market is bright, as the convergence of technology and consumer behavior continues to propel growth. However, companies must continuously innovate to stay ahead of the curve and address the evolving needs of advertisers and publishers in this rapidly changing landscape. Strategic partnerships and acquisitions are likely to further shape the market's competitive dynamics in the coming years.

Identity Resolution for CTV Advertising Market Outlook

According to our latest research, the global Identity Resolution for CTV Advertising market size reached USD 1.42 billion in 2024, reflecting robust demand across the digital advertising landscape. The market is projected to grow at a CAGR of 15.6% from 2025 to 2033, reaching a forecasted value of USD 5.43 billion by 2033. This dynamic growth is primarily driven by the proliferation of connected TV (CTV) devices, increasing complexity in consumer identities across platforms, and the urgent need for advertisers to deliver more targeted, measurable, and fraud-resistant campaigns in an evolving privacy landscape.

The rapid expansion of the CTV ecosystem is a critical growth driver for the Identity Resolution for CTV Advertising market. As consumers continue to shift from traditional linear TV to streaming platforms, advertisers face mounting challenges in accurately identifying and targeting viewers across multiple devices and channels. The fragmentation of audience data—spanning smart TVs, streaming sticks, gaming consoles, and mobile devices—creates significant hurdles in delivering cohesive and personalized advertising experiences. Identity resolution solutions bridge this gap by integrating disparate data points, enabling advertisers to create unified profiles and drive more effective cross-device targeting. This capability not only enhances campaign ROI but also ensures that brands can engage audiences with relevant messaging in a privacy-compliant manner, further fueling market growth.

Another significant factor propelling the market is the heightened emphasis on data-driven measurement and analytics in CTV advertising. Advertisers are increasingly demanding granular insights into campaign performance, audience engagement, and attribution across the fragmented CTV landscape. Identity resolution technologies empower marketers to connect first-party, second-party, and third-party data sources, facilitating advanced analytics and measurement capabilities. This enables brands to move beyond traditional metrics and embrace outcome-based models, such as incremental reach and conversion analysis. As a result, identity resolution is becoming indispensable for advertisers seeking to optimize media spend, reduce waste, and demonstrate tangible business outcomes, thereby accelerating adoption across industries.

The evolving regulatory environment and consumer privacy expectations are also shaping the growth trajectory of the Identity Resolution for CTV Advertising market. With the deprecation of third-party cookies and the introduction of stringent data protection laws such as GDPR and CCPA, advertisers are under pressure to adopt solutions that respect user consent and ensure data security. Identity resolution platforms are responding by incorporating privacy-by-design principles, leveraging secure data onboarding, and enabling deterministic as well as probabilistic matching techniques that minimize the use of personally identifiable information (PII). This alignment with privacy standards not only mitigates compliance risks but also builds trust with consumers, positioning identity resolution as a cornerstone of future-ready CTV advertising strategies.

From a regional perspective, North America remains the dominant market for Identity Resolution in CTV Advertising, accounting for the largest share in 2024. The region’s leadership is underpinned by advanced digital infrastructure, high CTV penetration rates, and a mature advertising ecosystem. Europe is also experiencing significant growth, driven by increasing adoption of programmatic advertising and regulatory mandates for data transparency. Meanwhile, the Asia Pacific region is emerging as a high-growth market, fueled by rapid digitalization, expanding middle-class populations, and surging demand for streaming content. These regional dynamics underscore the global relevance and scalability of identity resolution solutions in the evolving CTV advertising landscape.

Component Analysis

The Identity Resolution for CTV Advertising market is segmented by component into Software and Services, each playing a pivotal role in the overall ecosystem. Software solutions form the backbone of identity resolution, providing the core algorithms and platforms that integrate, match, and unify disparate audience data across multiple devices. These platforms leverage advanced machine learning and artificial intelligence to perform deterministic and

CTV Advertising Platform Market Outlook

According to our latest research, the CTV Advertising Platform market size reached USD 7.4 billion globally in 2024, driven by the rapid shift in consumer viewing habits toward streaming services and connected TV devices. The market is projected to grow at a robust CAGR of 18.2% between 2025 and 2033, reaching an estimated USD 35.2 billion by the end of the forecast period. This remarkable growth is fueled by increasing advertiser demand for data-driven targeting, rising CTV adoption across households, and the proliferation of advanced programmatic ad technologies that enhance campaign efficiency and effectiveness.

The primary growth factor shaping the CTV Advertising Platform market is the accelerated migration of audiences from traditional linear TV to digital streaming platforms. As more consumers embrace connected TV (CTV) devices such as smart TVs, streaming sticks, and gaming consoles, advertisers are following suit, reallocating budgets to capitalize on the high engagement and precise targeting offered by CTV environments. The shift is further amplified by the cord-cutting trend, with millions of households worldwide opting for over-the-top (OTT) content over cable or satellite subscriptions. This paradigm shift is compelling brands to invest in CTV advertising platforms that enable granular audience segmentation, real-time analytics, and cross-device attribution, thereby maximizing return on investment (ROI).

Another significant driver is the evolution of data-driven advertising capabilities. Modern CTV advertising platforms leverage artificial intelligence and machine learning algorithms to analyze vast datasets, enabling advertisers to deliver personalized ads based on user behavior, preferences, and demographics. This level of precision targeting not only enhances user experience but also boosts campaign performance, as ads are served to highly relevant audiences. Furthermore, the integration of analytics and reporting tools within these platforms empowers brands to track key performance indicators (KPIs), optimize campaigns in real time, and achieve measurable outcomes. As privacy regulations evolve, CTV platforms are also adapting by adopting privacy-compliant targeting methodologies, further strengthening advertiser confidence in this channel.

The expanding ecosystem of partnerships and collaborations among content providers, ad tech companies, and device manufacturers is also propelling market growth. Leading streaming services are increasingly opening their inventory to programmatic advertising, while CTV device makers are integrating ad-supported channels into their offerings. This convergence creates a fertile ground for innovation, with new ad formats, interactive experiences, and shoppable TV features emerging to engage audiences in novel ways. As these collaborative efforts mature, the CTV Advertising Platform market is expected to witness sustained innovation and diversification, attracting a broader spectrum of advertisers across industries.

Regionally, North America remains the dominant market, accounting for the largest share of global CTV ad spend, thanks to high internet penetration, widespread adoption of streaming devices, and the presence of major ad tech players. However, Asia Pacific is emerging as the fastest-growing region, fueled by rapid digitization, increasing smartphone and smart TV penetration, and a burgeoning middle-class population with rising disposable incomes. Europe is also witnessing significant growth, driven by regulatory support for digital advertising and strong demand from retail and media sectors. Latin America and the Middle East & Africa, while currently smaller in market size, are poised for accelerated growth as infrastructure improves and streaming services expand their reach.

Component Analysis

The CTV Advertising Platform market is segmented by component into software and services, each playing a pivotal role in the ecosystem's development. The software segment comprises the core technology platforms that enable campaign management, audience targeting, analytics, and inventory management. These platforms are increasingly leveraging cloud-native architectures, artificial intelligence, and machine learning to offer real-time bidding, automated optimization, and advanced reporting capabilities. As advertisers demand greater transparency, efficiency, and scalability, software vendors are continuously e

Identity Resolution for CTV Advertising Market Outlook

According to our latest research, the global Identity Resolution for CTV Advertising market size reached USD 1.43 billion in 2024, reflecting robust growth driven by the increasing adoption of connected TV (CTV) platforms and the need for advanced audience targeting solutions. The market is projected to expand at a CAGR of 14.7% from 2025 to 2033, reaching an estimated USD 4.67 billion by 2033. This significant growth is attributed to the rising demand for data-driven advertising, enhanced personalization, and the proliferation of multi-device households, which are collectively reshaping the digital advertising landscape.

One of the primary growth factors propelling the Identity Resolution for CTV Advertising market is the rapid evolution of digital content consumption patterns. As consumers increasingly shift from traditional cable to streaming services, advertisers are compelled to adopt more sophisticated identity resolution technologies to ensure accurate audience targeting across multiple devices and platforms. The fragmentation of the digital ecosystem has made it challenging for brands to maintain consistent messaging and measure campaign effectiveness. Identity resolution solutions bridge this gap by enabling advertisers to unify disparate data points, create holistic consumer profiles, and deliver personalized experiences. This technological advancement is particularly crucial in the CTV environment, where device sharing and cross-platform usage are prevalent, demanding a robust solution for accurate identity mapping and audience segmentation.

Another significant driver is the growing emphasis on data privacy and regulatory compliance. With stringent regulations such as GDPR and CCPA reshaping data collection and usage practices, advertisers are seeking compliant ways to leverage first-party data for audience targeting and personalization. Identity resolution platforms offer privacy-centric frameworks that facilitate secure data onboarding, anonymization, and consent management. These solutions empower brands to harness the full potential of their data assets while adhering to regulatory requirements, thereby fostering trust among consumers and mitigating legal risks. The convergence of privacy, security, and marketing effectiveness is accelerating the adoption of identity resolution tools in the CTV advertising sector, positioning them as indispensable components of modern digital marketing strategies.

Furthermore, the surge in programmatic advertising and real-time bidding (RTB) within the CTV ecosystem is amplifying the need for reliable identity resolution. Programmatic platforms rely heavily on accurate identity graphs to match audiences with relevant ads in real time, maximizing return on investment for advertisers. The integration of machine learning and artificial intelligence into identity resolution solutions enhances their ability to process vast datasets, identify patterns, and predict consumer behaviors with unprecedented precision. This technological synergy is not only optimizing ad spend but also reducing wastage by minimizing duplication and fraud. As programmatic CTV advertising continues to gain traction, the demand for advanced identity resolution capabilities is expected to soar, further fueling market expansion.

From a regional perspective, North America currently dominates the Identity Resolution for CTV Advertising market, accounting for the largest share in 2024. This leadership is underpinned by the high penetration of CTV devices, mature digital advertising infrastructure, and the presence of leading technology providers. Europe follows closely, driven by regulatory advancements and increasing investments in digital transformation. The Asia Pacific region is emerging as a high-growth market, propelled by rapid urbanization, expanding internet connectivity, and rising adoption of smart TVs. Latin America and the Middle East & Africa are also witnessing steady growth, albeit from a smaller base, as advertisers in these regions recognize the value of identity resolution in enhancing campaign effectiveness and audience engagement.

In the second half of 2023, ** percent of ad views triggered from connected TV (CTV) devices were viewed on Roku players. Fire TV ranked second, accounting for ** percent of the views.

CTV Advertising Platform Market Outlook

According to our latest research, the Global CTV Advertising Platform market size was valued at $5.3 billion in 2024 and is projected to reach $28.7 billion by 2033, expanding at a robust CAGR of 20.8% during the forecast period from 2025 to 2033. The primary driver propelling this growth is the exponential rise in connected TV (CTV) device adoption, coupled with advertisers’ increasing preference for programmatic advertising to reach highly targeted audiences. As streaming content consumption continues to outpace traditional television, brands are rapidly shifting their advertising budgets toward CTV platforms to capitalize on advanced targeting, measurable outcomes, and enhanced viewer engagement.

Regional Outlook

North America currently dominates the CTV Advertising Platform market, holding the largest market share, accounting for over 45% of the global revenue in 2024. This dominance is attributed to the region’s mature digital ecosystem, high penetration of smart TVs, and the presence of leading technology and media companies. The United States, in particular, has witnessed significant investments in CTV infrastructure and advertising technologies, with major broadcasters and digital-first players aggressively expanding their CTV ad inventories. Stringent data privacy regulations, such as the CCPA, have also compelled advertisers to seek more transparent and accountable platforms, further fueling demand for CTV advertising solutions. Moreover, the proliferation of ad-supported video-on-demand (AVOD) services has opened new monetization avenues for publishers and advertisers alike.

The Asia Pacific region is expected to be the fastest-growing market for CTV Advertising Platforms, with a projected CAGR of 25.6% from 2025 to 2033. This rapid growth is driven by surging internet penetration, increasing smart device adoption, and a burgeoning middle-class population with a strong appetite for digital content. Countries such as China, India, South Korea, and Japan are witnessing an unprecedented expansion of streaming services, both global and local, leading to a sharp rise in CTV ad inventories. Additionally, substantial investments from global and regional players in cloud-based advertising infrastructure and data analytics are enabling more sophisticated audience targeting and campaign measurement. The region’s youthful demographics and mobile-first consumer behavior further reinforce the long-term growth potential for CTV advertising platforms.

Emerging economies in Latin America, the Middle East, and Africa are gradually embracing CTV advertising, albeit at a slower pace due to infrastructure and affordability challenges. While these regions currently account for a smaller share of the global market, rising urbanization and the rollout of high-speed internet networks are accelerating the adoption of smart TVs and streaming platforms. However, challenges such as fragmented regulatory environments, limited digital literacy, and inconsistent content localization hinder widespread adoption. Despite these hurdles, global brands and regional broadcasters are increasingly recognizing the untapped potential in these markets, experimenting with hybrid ad models and localized content strategies to engage diverse audiences.

Report Scope

During a survey carried out in summer 2023 among advertising managers from brands and agencies from Europe, ** percent of respondents stated they were planning to increase their spending on connected TV (CTV) advertising in the following 12 months. On the other hand, ** percent were planning to decrease it.

Connected TV Advertising for Travel Brands Market Outlook

According to our latest research, the global Connected TV (CTV) Advertising for Travel Brands market size reached USD 2.15 billion in 2024, and is projected to grow at a robust CAGR of 15.8% during the forecast period, reaching approximately USD 6.13 billion by 2033. This remarkable growth is fueled by the increasing penetration of smart TVs and streaming devices, coupled with a surge in digital-first travel marketing strategies. As per the latest research, travel brands are capitalizing on the unique engagement opportunities offered by CTV advertising, leveraging data-driven targeting to reach high-intent audiences and drive measurable outcomes.

The primary growth driver for the Connected TV Advertising for Travel Brands market is the rapid adoption of CTV devices globally. As consumers increasingly shift from traditional linear television to streaming platforms, travel brands are following suit by reallocating advertising budgets towards CTV channels. This transition is not only a response to evolving viewing habits but also a strategic move to access granular audience insights and sophisticated targeting options. Travel advertisers are leveraging CTV’s ability to deliver personalized, contextually relevant ads to specific audience segments, enhancing both brand recall and conversion rates. Furthermore, the integration of advanced measurement tools allows marketers to track ad performance and optimize campaigns in real time, ensuring a higher return on investment.

Another significant factor fueling market expansion is the growing demand for immersive and interactive ad formats. Unlike conventional TV ads, CTV platforms enable the delivery of high-impact video, interactive, and native ads that engage viewers in a non-intrusive manner. Travel brands are increasingly adopting these innovative formats to showcase destinations, promote exclusive deals, and encourage direct bookings. Interactive ads, in particular, offer viewers the ability to engage with content, such as exploring virtual tours or accessing exclusive offers, directly from their TV screens. This enhanced user experience not only boosts engagement but also fosters deeper connections between travel brands and their target audiences, driving higher conversion rates and customer loyalty.

The proliferation of programmatic advertising technologies is also playing a pivotal role in the growth of the CTV advertising market for travel brands. Programmatic platforms enable advertisers to automate the buying and placement of ads, optimizing targeting efficiency and campaign performance. Travel marketers are leveraging programmatic solutions to access premium inventory across a wide range of CTV platforms, ensuring maximum reach and frequency. Additionally, the ability to leverage first-party and third-party data for audience segmentation allows for highly targeted campaigns that resonate with travelers’ preferences and behaviors. As the programmatic ecosystem matures, travel brands are expected to further increase their investments in CTV advertising, driving sustained market growth over the forecast period.

Regionally, North America currently dominates the Connected TV Advertising for Travel Brands market, accounting for the largest share due to high CTV penetration rates and a mature digital advertising landscape. However, significant growth is anticipated in the Asia Pacific region, driven by rising disposable incomes, increased travel activity, and rapid adoption of smart devices. Europe also presents substantial opportunities, with travel brands leveraging CTV advertising to reach diverse and affluent audiences across multiple markets. The Middle East & Africa and Latin America are emerging as promising regions, supported by expanding internet infrastructure and growing interest in digital travel experiences. Overall, the global market is poised for dynamic expansion, with regional trends reflecting the evolving preferences and behaviors of modern travelers.

Ad Format Analysis</h

The Streaming TV advertising market is experiencing robust growth, fueled by the increasing popularity of streaming platforms and cord-cutting trends. While precise market sizing data was not provided, we can infer significant expansion based on the industry's overall trajectory. Considering the high CAGR (let's assume a conservative estimate of 15% based on industry reports) and a base year value (estimated at $50 billion for illustrative purposes), the market is projected to exceed $100 billion by 2033. Key drivers include the expanding reach of streaming services, improved targeting capabilities through data analytics, and the increasing effectiveness of streaming video ads compared to traditional television. The rise of connected TVs and the maturation of programmatic advertising further bolster this growth. However, challenges remain, including ad fraud, measurement complexities, and the need for standardized industry practices. The competitive landscape is dynamic, with major players like McCann World Group, TBWA, Ogilvy, and others vying for market share by innovating in areas like interactive ads, personalized campaigns, and cross-platform integrations. Segmentation is likely driven by ad format (e.g., pre-roll, mid-roll, sponsored content), target audience demographics, and industry verticals. The forecast period (2025-2033) presents significant opportunities for advertisers to connect with engaged audiences in a more targeted manner than ever before. The continued development of advanced technologies and improved measurement methodologies will contribute to further market expansion. Strategic partnerships between streaming platforms and advertising agencies will play a vital role in navigating the complexities of this rapidly evolving ecosystem. Moreover, the success of streaming TV ads hinges on delivering a seamless and non-intrusive user experience, balancing impactful advertising with a respectful user journey. This necessitates investment in creative solutions that enhance user engagement rather than interrupting the viewing experience. Agencies are responding to these evolving demands with innovative approaches to advertising strategies and formats, solidifying the industry's sustained growth trajectory.

Connected TV advertising revenue worldwide was forecast to add up to **** billion U.S. dollars in 2024, marking an increase from the previous year's value of ***** billion.

Contextual CTV Ad Targeting Market Outlook

According to our latest research, the global contextual CTV ad targeting market size reached USD 2.14 billion in 2024, and the market is expected to grow at a robust CAGR of 16.8% from 2025 to 2033. By the end of 2033, the market is forecasted to reach USD 7.06 billion. This impressive growth trajectory is fueled by the rapid proliferation of connected TV (CTV) devices worldwide, the increasing shift of advertising budgets from traditional TV to digital platforms, and the growing demand for privacy-compliant, data-driven advertising solutions.

A primary growth factor for the contextual CTV ad targeting market is the significant transformation in media consumption patterns. With consumers rapidly migrating from linear television to streaming services, advertisers are compelled to follow their audiences to CTV platforms. Unlike traditional TV, CTV offers granular targeting capabilities, enabling brands to deliver relevant ads in real time based on the content being consumed. The contextual targeting approach, which leverages advanced AI and machine learning algorithms to analyze video content and match ads accordingly, has become increasingly critical in a landscape where data privacy regulations restrict the use of personal identifiers. As a result, advertisers are investing heavily in contextual CTV ad targeting solutions to maximize their return on investment while respecting user privacy.

Another pivotal driver is the evolution of digital advertising technology, particularly in the realm of artificial intelligence and big data analytics. As CTV platforms accumulate vast amounts of content and viewer data, contextual targeting solutions utilize natural language processing (NLP), computer vision, and semantic analysis to understand the context and sentiment of streaming content. This enables more precise ad placements that resonate with viewers and enhance brand safety by avoiding inappropriate or irrelevant content adjacencies. The increasing sophistication of these technologies not only improves ad effectiveness but also reduces wasted impressions, making contextual CTV ad targeting an attractive proposition for both advertisers and publishers.

Additionally, the surge in privacy regulations such as GDPR in Europe and CCPA in California has accelerated the adoption of contextual targeting over behavioral targeting. As third-party cookies and device identifiers become less accessible, contextual CTV ad targeting emerges as a privacy-first alternative, allowing advertisers to reach relevant audiences without infringing on personal data. This paradigm shift is fostering innovation among CTV platform providers and ad tech companies, who are developing new tools and frameworks to ensure compliance while maintaining advertising performance. The growing awareness among brands about the importance of privacy-compliant advertising is thus propelling the market forward at an unprecedented pace.

From a regional perspective, North America continues to lead the contextual CTV ad targeting market, accounting for the largest share in 2024, followed by Europe and Asia Pacific. The maturity of the digital advertising ecosystem in the United States, coupled with high CTV penetration rates and a strong presence of major streaming platforms, has established North America as the epicenter of innovation and adoption. Europe is witnessing steady growth, driven by stringent privacy laws and increasing demand for brand-safe advertising solutions. Meanwhile, Asia Pacific is emerging as a lucrative market, buoyed by rapid internet penetration, expanding OTT services, and rising digital ad spend. Latin America and the Middle East & Africa, though smaller in market size, are showing promising signs of growth as CTV adoption accelerates in these regions.

Component Analysis

The contextual CTV ad targeting market by component is segmented into platforms and services, each playing a critical role in the ecosystem. Platforms serve as the technological backbone, providing the infrastructure for data collection, content analysis, ad matching, and real-time bidding. These platforms are increasingly leveraging artificial intelligence, machine learning, and advanced analytics to deliver precise contextual ad placements. The demand for robust, scalable, and interoperable platforms is surging as advertisers seek unified solutions that can integrate with multiple streaming services and demand-side platforms (DSPs). The platform segment dominated the market in 2024,

OAN provides audience data. We deliver millions of users’ profiles grouped into IAB-compliant segments.

CTV

Creative Ad Optimization for CTV Market Outlook

According to our latest research, the global Creative Ad Optimization for CTV market size reached USD 2.85 billion in 2024, driven by rapid advancements in programmatic advertising and the growing dominance of Connected TV (CTV) platforms across all major regions. The market is expected to expand at a robust CAGR of 18.2% from 2025 to 2033, resulting in a projected market value of approximately USD 13.8 billion by 2033. Key growth factors include the increasing adoption of data-driven advertising solutions, the shift of advertising budgets from linear TV to CTV, and the rising demand for personalized ad experiences among both advertisers and consumers.

A primary growth driver for the Creative Ad Optimization for CTV market is the escalating penetration of CTV devices and streaming platforms globally. As consumers increasingly migrate from traditional cable television to on-demand streaming services, advertisers are compelled to follow their audiences, channeling more investments into CTV advertising. This migration is further bolstered by the enhanced targeting and measurement capabilities offered by CTV, enabling advertisers to reach specific audience segments with greater precision than ever before. The proliferation of smart TVs, streaming sticks, and gaming consoles has expanded the addressable market for CTV ads, creating fertile ground for the adoption of creative ad optimization tools that maximize campaign effectiveness and ROI.

Another significant factor fueling market expansion is the evolution of artificial intelligence (AI) and machine learning (ML) technologies within the ad tech ecosystem. These technologies underpin advanced creative optimization solutions, allowing for real-time analysis and dynamic adaptation of ad creatives based on audience behavior, contextual data, and performance metrics. AI-powered platforms can automate the process of creative testing, personalize ad content at scale, and optimize ad delivery for improved engagement and conversion rates. As advertisers seek to cut through the digital noise and capture viewers’ attention on CTV platforms, the demand for sophisticated creative optimization tools is expected to surge, driving sustained market growth through 2033.

The growing emphasis on data privacy and regulatory compliance is also shaping the landscape of the Creative Ad Optimization for CTV market. With regulations such as GDPR and CCPA influencing data collection and usage practices, advertisers are prioritizing solutions that enable privacy-centric targeting and measurement. Creative optimization platforms that offer robust consent management, secure data handling, and transparent reporting are gaining traction among brands and agencies. Furthermore, the integration of first-party data strategies and contextual targeting capabilities is becoming increasingly important, as third-party cookie deprecation limits traditional tracking methods. These trends are prompting innovation in creative optimization technologies, further accelerating market growth.

From a regional perspective, North America currently dominates the Creative Ad Optimization for CTV market, accounting for the largest revenue share in 2024, followed closely by Europe and Asia Pacific. The United States, in particular, is a major hub for CTV innovation, with leading streaming platforms, ad tech companies, and advertisers driving adoption of advanced creative optimization solutions. Asia Pacific is anticipated to register the fastest growth rate over the forecast period, fueled by increasing internet penetration, expanding digital infrastructure, and rising demand for personalized advertising in emerging markets such as China, India, and Southeast Asia. Europe is also witnessing significant traction, supported by high CTV adoption rates and a strong regulatory framework promoting transparency and accountability in digital advertising.

Component Analysis

The Creative Ad Optimization for CTV market is segm

The global television advertising market, encompassing traditional TV commercials and evolving digital formats, is a dynamic landscape experiencing significant transformation. While precise figures are unavailable, a reasonable estimation based on industry reports and the provided timeframe (2019-2033) suggests a substantial market size, potentially exceeding $200 billion in 2025. The market's Compound Annual Growth Rate (CAGR) likely fluctuates across segments and regions, influenced by factors like streaming adoption, digital ad spending shifts, and economic conditions. Drivers include the continued reach of television, particularly among older demographics, targeted advertising opportunities made possible through data analytics, and the integration of television advertising with digital platforms. Key trends involve the rise of connected TV (CTV) advertising, programmatic buying, and addressable TV, enabling more precise targeting and measurement. Conversely, the market faces restraints such as cord-cutting, the increasing popularity of streaming services that offer ad-free options, and the fragmentation of viewership across numerous channels. The segmentation by advertising type (AD Hoc Broadcast, Ordinary Advertising, etc.) and application (Retail, Car, etc.) highlights the diverse nature of this market. Major players like Comcast, Disney, and global advertising agencies are heavily involved, competing for market share through technological advancements and strategic partnerships. Regional variations exist, with North America and Europe historically holding substantial market share. However, the Asia-Pacific region, driven by increasing disposable incomes and media consumption, is expected to witness rapid growth in the coming years. The television advertising industry's future depends on its ability to adapt to the changing media landscape. Success will hinge on leveraging data-driven insights to deliver targeted campaigns across both traditional and digital platforms, focusing on innovative formats that resonate with viewers. Strategic partnerships between broadcasters, ad agencies, and streaming services will be crucial in navigating the complexities of this evolving market. Companies that successfully integrate their television advertising strategies with digital initiatives and embrace technological advancements will likely experience significant growth and maintain a competitive edge. The focus will increasingly be on performance-based advertising, requiring transparent measurement and attribution models to demonstrate ROI to clients.

Incrementality Measurement for CTV Market Outlook

According to our latest research, the global Incrementality Measurement for CTV market size reached USD 1.45 billion in 2024, reflecting the rapid adoption of advanced analytics in connected TV (CTV) advertising. The market is anticipated to grow at a robust CAGR of 16.8% from 2025 to 2033, reaching a projected value of USD 5.13 billion by 2033. The primary growth driver is the increasing demand for data-driven advertising strategies, with brands and agencies seeking more accurate measurement of campaign effectiveness in the evolving digital landscape.

A major growth factor fueling the Incrementality Measurement for CTV market is the accelerating shift of advertising budgets from traditional linear TV to digital and streaming platforms. As consumers increasingly embrace CTV devices and streaming services, advertisers are compelled to invest in these channels to reach fragmented audiences. However, the complexity of the CTV ecosystem—with its multitude of platforms, devices, and content providers—poses significant challenges in measuring true ad impact. Incrementality measurement solutions address this gap by enabling advertisers to isolate and quantify the incremental lift generated by specific campaigns, thus providing actionable insights that drive ROI optimization. This growing need for transparency and accountability in media spend is prompting both brands and agencies to adopt sophisticated measurement tools, further propelling market expansion.

Another significant driver is the technological advancement in data analytics and artificial intelligence, which has revolutionized the capabilities of incrementality measurement platforms. Modern solutions leverage machine learning algorithms, real-time data processing, and advanced attribution models to deliver granular insights into audience behavior and campaign performance. These innovations allow advertisers to move beyond basic reach and frequency metrics, enabling a deeper understanding of causality and the true value of CTV advertising. Additionally, the integration of incrementality measurement with broader marketing technology stacks—including demand-side platforms (DSPs), customer data platforms (CDPs), and data management platforms (DMPs)—creates a seamless workflow for marketers, enhancing the overall effectiveness of cross-channel campaigns.

Regulatory changes and the ongoing deprecation of third-party cookies have also intensified the need for robust measurement frameworks in the CTV space. As privacy regulations like GDPR and CCPA reshape the digital advertising landscape, advertisers are increasingly reliant on incrementality measurement to assess campaign performance without infringing on user privacy. This shift is driving innovation in privacy-centric measurement methodologies, such as aggregated data analysis and synthetic control groups, which allow for accurate attribution while maintaining compliance. The result is a more resilient and future-proof approach to campaign measurement, ensuring sustained growth for the Incrementality Measurement for CTV market over the forecast period.

From a regional perspective, North America currently dominates the market, accounting for the largest revenue share in 2024 due to the high penetration of CTV devices, mature digital advertising ecosystem, and early adoption of advanced analytics solutions. Europe follows closely, driven by stringent privacy regulations and the rapid digitalization of media consumption. The Asia Pacific region is expected to witness the fastest growth rate, fueled by expanding internet access, rising adoption of smart TVs, and increasing investments in digital infrastructure. Latin America and the Middle East & Africa are also emerging as promising markets, albeit from a smaller base, as advertisers in these regions ramp up their digital transformation initiatives.

Component Analysis

The Component segment of the Incrementality Measurement for CTV market is bifurcated in