Most media buyers say they expect to increase their programmatic spend this year, according to recent research from Comscore.
The report was based on data from a survey conducted in November 2025 among more than 200 advertising decision-makers.
Some 58% of buyers say they plan to increase their programming ad spend in 2026.
Among different channels, CTV is expected to see the biggest increase in share of budget allocated to programmatic (+3%).
Increased programmatic CTV spend is expected to be drawn most from linear TV budgets.
Some 14% of programmatic CTV spend in 2026 is expected to be net new (not drawn from any preexisting budget).
Some 47% of marketers say they expect that more than 40% of their buys will be transacted programmatically.
About the research: The report was based on data from a survey conducted in November 2025 among more than 200 advertising decision-makers.
