Summary
In 2026, programmatic advertising is shifting from post‑campaign reporting to real‑time performance validation, forcing marketers to prove effectiveness as campaigns run, not after they end. Transparency and quality inventory—especially in connected TV and premium video—are becoming critical as advertisers demand clearer links between spend and outcomes. Success now hinges on knowing who ads reach and how they contribute to business goals while budgets are still active. Brands that adopt tools and strategies for immediate performance insights will be better positioned to optimize in-flight and drive measurable impact from programmatic investments.
Marketing Dive
