B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
85%
85% -- small advertiser ctv adoption rate for U.S. small advertisers (2026)
85% of small spenders/advertisers in the U.S. are investing in Connected TV (CTV) in 2026.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
85%
Unit
Percentage
Data Vintage
2026
Entity
Geography
US
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
75
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
Interactive Advertising Bureau (IAB)
Primary
Tier B
https://www.ottx.org/2026/05/08/newsletter-may-8th-2026/ ↗
Source Article
Newsletter – May 8th, 2026
AI is beginning to remove one of the media industry’s biggest historical constraints: limited execution capacity.
For decades, operational friction shaped streaming economics across production, localization, metadata, packaging, marketing, and distribution. AI is now compressing those workflows simu…
Original Research
Interactive Advertising Bureau (IAB)
· Original study ↗
Methodology
IAB data; up from 60% in 2024
Methodology documented
Segmentation
IndustryMedia
Company SizeSMB
RegionUS
Channelpaid_ads
Cite this stat
Plain Text
U.S. small advertisers: 85% small advertiser ctv adoption rate. Source: Interactive Advertising Bureau (IAB) (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/small-advertisers-ctv-adoption-2026
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<blockquote cite="https://lighthousedata.io/data/small-advertisers-ctv-adoption-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>85%</strong> -- small advertiser ctv adoption rate for U.S. small advertisers<br><small>Source: Interactive Advertising Bureau (IAB) (2026) · <a href="https://lighthousedata.io/data/small-advertisers-ctv-adoption-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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