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.

In 2022, retail media advertising spending directed towards connected TV devices in the United States stood at ***** million U.S. dollars. The source projected the spending would increase to nearly *** billion dollars by 2025.

Global connected TV (CTV) advertising revenue was forecast to reach **** billion U.S. dollars in 2024, marking an increase of nearly ** percent compared to the previous year. By 2026, CTV ad spend is forecast to add up to **** billion dollars.

CTV Advertising Platform Market Outlook

According to our latest research, the global CTV Advertising Platform market size reached USD 7.8 billion in 2024, reflecting robust momentum in digital advertising spend. The market is expected to accelerate at a CAGR of 16.2% from 2025 to 2033, positioning it to achieve a forecasted value of USD 31.7 billion by 2033. This dynamic growth is fueled by the increasing proliferation of connected TV devices and the rapid shift of advertisers from traditional linear TV to digital, data-driven platforms, as brands seek greater targeting precision and measurable outcomes.

One of the primary growth drivers for the CTV Advertising Platform market is the accelerating adoption of smart TVs and streaming devices among global consumers. As audiences migrate from traditional cable and satellite television to over-the-top (OTT) and streaming platforms, advertisers are compelled to follow, seeking out the rich targeting and interactive capabilities that CTV platforms offer. The integration of advanced analytics and real-time bidding within CTV advertising enables brands to deliver personalized content to segmented audiences, maximizing engagement and return on investment. Moreover, the rise in cord-cutting trends, especially among younger demographics, is pushing advertisers to reallocate budgets towards CTV, further stimulating market expansion.

Another significant growth factor is the evolving sophistication of programmatic advertising technologies within the CTV ecosystem. Programmatic capabilities allow for automated, data-driven ad placements, optimizing campaigns in real time and reducing manual intervention. This not only enhances efficiency for media buyers but also ensures that ads are served to the most relevant viewers at optimal times. As a result, both advertisers and publishers benefit from improved campaign performance and higher fill rates. The ongoing advancements in artificial intelligence and machine learning are further enhancing the predictive and targeting capabilities of CTV advertising platforms, making them an increasingly attractive option for brands seeking measurable and scalable outcomes.

As the landscape of digital advertising continues to evolve, CTV Audience Measurement has become a pivotal component in understanding viewer engagement and campaign effectiveness. This measurement is crucial for advertisers aiming to optimize their strategies and ensure their content reaches the intended audience. By leveraging advanced analytics and data from connected TV devices, brands can gain insights into viewer behavior, such as viewing patterns and content preferences. This data-driven approach not only enhances targeting precision but also helps in crafting more personalized and impactful advertising experiences. As the demand for transparency and accountability in advertising grows, CTV Audience Measurement stands out as a key enabler, providing the metrics needed to justify ad spend and refine marketing strategies.

Regulatory shifts and industry standards are also contributing to the marketÂ’s expansion. As privacy regulations such as GDPR and CCPA reshape the digital advertising landscape, CTV platforms are emerging as compliant alternatives that balance user privacy with effective audience targeting. The adoption of first-party data strategies and contextual targeting is becoming more prevalent, enabling advertisers to reach high-value audiences without relying heavily on third-party cookies. This regulatory environment, while challenging, is prompting innovation within the CTV advertising platform market, driving the development of privacy-centric solutions that maintain campaign effectiveness.

From a regional perspective, North America continues to dominate the CTV Advertising Platform market due to its advanced digital infrastructure, high smart TV penetration, and mature advertising ecosystem. However, the Asia Pacific region is rapidly catching up, buoyed by increasing internet connectivity, rising disposable incomes, and a burgeoning middle class eager to consume streaming content. Europe also presents significant growth opportunities, particularly in markets such as the United Kingdom, Germany, and France, where digital transformation initiatives are accelerating. Meanwhile, Latin America and the Middle East & Africa are witnessing gradual adoption, suppor

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

Hulu was projected to account for **** percent of the connected TV (CTV) advertising spending in the United States in 2022. YouTube's share was projected to amount to **** percent, while Roku's was expected to amount to **** percent. 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.

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

Connected TV Advertising Platform Market Outlook

According to our latest research, the global Connected TV (CTV) Advertising Platform market size reached USD 7.8 billion in 2024, reflecting the rapid adoption of advanced advertising technologies across digital streaming ecosystems. The market is projected to grow at a robust CAGR of 15.2% during the forecast period, reaching an estimated USD 24.2 billion by 2033. This significant growth is propelled by the surging consumption of over-the-top (OTT) content, the proliferation of smart TVs, and the ongoing shift in advertising budgets from traditional TV to digital and programmatic channels. As per our 2025 analysis, the CTV advertising sector is experiencing a paradigm shift, driven by evolving consumer viewing habits and the demand for personalized, measurable, and interactive advertising experiences.

One of the primary growth factors for the Connected TV Advertising Platform market is the exponential rise in streaming media consumption. With more households cutting the cord and opting for internet-enabled smart TVs and streaming devices, advertisers are increasingly targeting audiences through CTV platforms to maximize reach and engagement. The emergence of subscription-based and ad-supported streaming services has created a dynamic environment where advertisers can leverage advanced targeting, real-time analytics, and interactive ad formats. As traditional linear TV viewership declines, brands are reallocating their ad spend to CTV, attracted by the promise of granular audience segmentation and higher return on investment (ROI). The proliferation of connected devices, such as Roku, Amazon Fire TV, and Apple TV, further accelerates the adoption of CTV advertising platforms globally.

Another significant driver is the advancement in programmatic advertising technologies integrated within CTV platforms. Programmatic advertising enables automated, data-driven buying and placement of ads, allowing for real-time optimization and enhanced audience targeting. This shift towards automation not only reduces operational inefficiencies but also empowers advertisers to deliver personalized messages based on viewer behavior, demographics, and viewing context. The integration of artificial intelligence (AI) and machine learning algorithms within CTV platforms further enhances ad relevance, improves campaign performance, and provides actionable insights for marketers. As a result, both large enterprises and small to medium-sized businesses are embracing CTV advertising platforms to achieve scalable, measurable, and cost-effective advertising outcomes.

Privacy regulations and data-driven targeting capabilities are also influencing the growth trajectory of the Connected TV Advertising Platform market. With the phasing out of third-party cookies and increasing scrutiny on user privacy, CTV platforms are uniquely positioned to offer first-party data solutions and contextual targeting methodologies. This enables brands to maintain compliance while still delivering relevant and engaging ad experiences. The ability of CTV platforms to aggregate data from multiple sources, including streaming apps, smart TVs, and set-top boxes, provides advertisers with a holistic view of the audience journey. Consequently, the industry is witnessing a surge in partnerships between content providers, ad tech vendors, and data management platforms to deliver seamless, privacy-compliant advertising solutions.

From a regional perspective, North America continues to dominate the Connected TV Advertising Platform market, accounting for the largest share in 2024, followed by Europe and Asia Pacific. The United States, in particular, is at the forefront of CTV adoption, driven by a mature digital advertising ecosystem, high broadband penetration, and a tech-savvy consumer base. Europe is experiencing steady growth, fueled by the increasing popularity of streaming services and a favorable regulatory landscape. Meanwhile, Asia Pacific is emerging as a lucrative market, supported by rapid urbanization, rising disposable incomes, and the proliferation of smart devices. Latin America and the Middle East & Africa are also witnessing gradual uptake, albeit at a slower pace, as infrastructure and digital literacy continue to improve. These regional dynamics underscore the global appeal and transformative potential of CTV advertising platforms in reshaping the future of digital advertising.

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.

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.

Video Completion Rate: Higher on CTV compared to mobile or desktop CPM: Common pricing model for CTV CPCV: Cost per completed view for action-oriented buying CPA: Cost per action model to align spend with outcomes

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.

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

CTV

CTV Ad Verification Platforms Market Outlook

According to our latest research, the global CTV Ad Verification Platforms market size reached USD 1.45 billion in 2024, driven by the rapid expansion of connected TV advertising and the escalating need for transparency and accountability in digital ad spend. The market is projected to grow at a robust CAGR of 15.8% from 2025 to 2033, reaching a forecasted value of USD 4.89 billion by 2033. This significant growth trajectory is primarily attributed to the increasing adoption of CTV devices, the proliferation of programmatic advertising, and mounting concerns over ad fraud and brand safety across digital ecosystems.

One of the primary growth factors fueling the CTV Ad Verification Platforms market is the exponential rise in CTV consumption worldwide. As consumers shift from traditional cable to streaming services, advertisers are following suit, allocating larger portions of their budgets to CTV channels. This migration has led to a surge in demand for robust ad verification solutions that can ensure the authenticity, visibility, and brand safety of ads delivered across various CTV platforms. Furthermore, the complexity of the CTV ecosystem—with its fragmented inventory, multiple device types, and diverse content providers—necessitates advanced verification capabilities, driving both innovation and investment in this market segment.

Another key driver is the increasing sophistication of ad fraud schemes targeting the CTV landscape. Fraudsters are exploiting the digital nature of CTV advertising by generating fake impressions, spoofing devices, and manipulating audience data. As a result, advertisers and publishers are prioritizing investments in ad verification technologies that leverage artificial intelligence, machine learning, and real-time analytics to detect and mitigate fraudulent activities. The need for transparent measurement and reporting, coupled with regulatory pressures for data privacy and compliance, further amplifies the adoption of comprehensive CTV ad verification platforms across enterprises of all sizes.

Additionally, the growing emphasis on performance-driven marketing and return on ad spend (ROAS) is catalyzing the integration of advanced verification tools into CTV advertising workflows. Brands and agencies are increasingly demanding granular insights into viewability, audience authenticity, and brand-safe environments to optimize their campaigns and maximize value. The emergence of cross-channel measurement solutions, which enable holistic attribution across CTV, mobile, and desktop platforms, is also enhancing the appeal of ad verification platforms. These developments are expected to sustain market momentum and foster continuous innovation throughout the forecast period.

From a regional perspective, North America currently dominates the CTV Ad Verification Platforms market, accounting for approximately 42% of global revenue in 2024. This leadership is underpinned by the region's advanced digital advertising infrastructure, high CTV penetration rates, and the presence of major industry players. However, Asia Pacific is emerging as the fastest-growing regional market, supported by rapid digitalization, expanding internet access, and surging demand for streaming content. Europe also presents substantial growth opportunities, driven by rising investments in programmatic advertising and heightened regulatory focus on ad transparency and data protection.

Component Analysis

The Component segment of the CTV Ad Verification Platforms market is bifurcated into software and services, each playing a pivotal role in ensuring the efficacy and reliability of ad verification processes. Software solutions constitute the backbone of this segment, offering real-time analytics, AI-driven fraud detection, and comprehensive reporting functionalities. These platforms are designed to seamlessly integrate with CTV ecosystems, providing advertisers, agencies, and publishers with actionable insights into ad performance, viewability, and brand safety. The increasing sophistication of ad fraud and the need for automated, scalable verification tools have propelled the adoption of advanced software solutions, making this sub-segment the largest contributor to overall market revenue in 2024.

On the other hand, services associated with CTV ad verification platforms encompass a

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

In 2023, connected TV (CTV) advertising spending in the United States was expected to grow by **** percent, to reach an expenditure of ***** billion U.S. dollars. Advertising on CTVs is a growing trend combining the ease of online advertising and reach of TV. Tailored, skippable ads can be served to target audiences while they are streaming video content on their TVs.

The digital video advertising market is experiencing robust growth, driven by the increasing consumption of video content across various platforms and devices. The market size in 2025 is estimated at $100 billion, exhibiting a Compound Annual Growth Rate (CAGR) of 15% from 2025 to 2033. This expansion is fueled by several key factors, including the rise of connected TV (CTV), the increasing adoption of programmatic advertising, and the growing sophistication of video ad targeting technologies. The proliferation of short-form video platforms like TikTok and Instagram Reels further contributes to this growth, attracting significant advertiser investment and driving innovative ad formats. Key players like Google, Facebook, and Amazon dominate the market, leveraging their vast user bases and sophisticated ad platforms. However, independent ad tech companies like Conversant and Tremor International are also playing significant roles, providing specialized services and technological solutions. The market is segmented by various factors, including ad format (in-stream, out-stream, social media), device type (mobile, desktop, CTV), and industry vertical (e-commerce, entertainment, etc.). Despite the impressive growth trajectory, challenges remain. The increasing prevalence of ad blockers and consumer demand for more engaging and less intrusive ad experiences pose significant hurdles for advertisers. Moreover, the evolving regulatory landscape around data privacy, particularly concerning user consent and data collection practices, continues to impact the market. Maintaining brand safety and ensuring responsible advertising practices are also crucial considerations for companies in this sector. The market will likely witness further consolidation, with larger players potentially acquiring smaller companies to expand their capabilities and market share. The focus will continue to shift towards personalized, data-driven advertising approaches, utilizing advanced technologies like AI and machine learning to optimize campaign performance and deliver better ROI for advertisers. The forecast period indicates a continued strong growth trajectory, with the market size expected to exceed $300 billion by 2033.

The TV Advertising Software market is booming, projected to reach nearly $900 million by 2033 with a 9.6% CAGR. This comprehensive analysis explores market drivers, trends, key players (Innowise Group, Perfsol, etc.), and regional growth, offering insights for businesses in programmatic advertising, CTV, and data-driven marketing.

The Connected TV (CTV) Advertising Platforms Software market has emerged as a dynamic component of the digital advertising landscape, enabling brands to reach their audiences in innovative ways through Internet-connected television devices. As viewing habits shift from traditional cable to streaming services, CTV ad