B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
80%
80% -- ctv budget increase intent for CTV ad buyers (2026)
Nearly 80% of surveyed CTV ad buyers would increase their CTV budgets by at least 11% as transparency, measurement, and unified buying/optimization approaches improve.
- Conditional on greater transparency, improved measurement, and more unified buying and optimization approaches coming into place
- Reported as 'nearly 80%'
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
80%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
124
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
EMARKETER
Primary
Tier A
https://digitalmedianet.com/new-emarketer-research-finds-nearly-80-of-marketers-ready-to-increase-ct… ↗
Source Article
New EMARKETER Research Finds Nearly 80% of Marketers Ready to Increase CTV Spend as Key Innovations Take Shape
New EMARKETER Research Finds Nearly 80% of Marketers Ready to Increase CTV Spend as Key Innovations Take Shape
Report commissioned by Olyzon highlights how CTV spend unlocks in 2026
NEW YORK and PARIS, Jan. 28, 2026 /PRNewswire/ — Olyzon — The Agentic Decisioning Layer for TV advertising, today anno…
Original Research
EMARKETER
· Original study ↗
Methodology
EMARKETER survey of 124 CTV ad buyers, commissioned by Olyizon; report 'CTV Spend Unlocks in 2026'
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
CTV ad buyers: 80% ctv budget increase intent. Source: EMARKETER (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ctv-budget-increase-11pct-2026
HTML Embed
<blockquote cite="https://lighthousedata.io/data/ctv-budget-increase-11pct-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>80%</strong> -- ctv budget increase intent for CTV ad buyers<br><small>Source: EMARKETER (2026) · <a href="https://lighthousedata.io/data/ctv-budget-increase-11pct-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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