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SEPTEMBER 18, 2026 |
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In this edition: |
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TOP STORY |
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Small advertisers are flooding connected TV (CTV). Media data shows brands spending under $1 million per year on CTV platforms are increasing, opening TV advertising to buyers who could never afford it. That shift is reshaping performance marketing as AI disrupts traditional channels like search and social media. |
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"The environment is perfectly tailor-made for exactly this to happen," said Matt Collins, vice president of product marketing at MNTN, during EMARKETER's Future of Digital summit this week. "Digital infrastructure allows for precision of audience targeting and measurement, to be able to give advertisers a very clear read for budgets that are very deliberate."
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IN THE NEWS |
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AI-generated advertising rules are fragmenting, complicating creative and compliance. California governor Gavin Newsom signed a law on Wednesday requiring disclosures on any video or audio advertisement using AI-generated performers. |
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Record 2026 election spending means higher CPMs for advertisers. The 2026 midterm elections are only seven weeks away, and spending is trending sharply upward, driving higher ad costs and competition for non-political advertisers. |
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Google’s Europe carousel removal puts product visibility at risk. Google has almost entirely removed product carousels in search results in Europe as it attempts to comply with the EU Digital Markets Act (DMA). |
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INDUSTRY VIEWS |
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AI is changing how search captures intent and adding new questions around consumer trust. As clicks become less predictable, performance TV could give marketers another way to build demand and drive measurable action. This article was contributed by MNTN’s Matt Collins, Vice President, Product Marketing. | | |
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ANALYSIS |
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Born between 1997 and 2012, Generation Z is the first digitally-native demographic. Their digital habits, spending power, and values are setting trends for future generations. Gen Z's spending is projected to grow from $2.7 trillion in 2024 to $12 trillion globally by 2030, per Bank of America, making them a critical audience for marketers. |
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