Advertisers are flooding Connected TV with dollars, but a new industry report suggests they’re flying blind. The missing ingredient isn’t creative firepower or bigger budgets. It’s data.
The 2025 Gracenote Contextual Targeting Report projects that U.S. CTV ad spend will hit $26.6 billion this year, an increase of more than 12% from 2024. Almost half of advertisers surveyed reported moving more than a quarter of their budgets into CTV over the past three years, with a growing share now allocating 40% or more. Key verticals, including financial services, retail, technology, and health care, are leading the shift.
