Comscore 2026 State of Programmatic Report: CTV and Audio expected to drive growth with cross-channel performance measurement critical to smarter allocation across platforms

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[{"type":"image","alt":"Comscore, Inc.","displaySize":"","headline":null,"caption":"Comscore, Inc.","className":"","disableSlideshowImg":false,"size":{"original":{"width":300,"height":39,"url":"https://media.zenfs.com/en/globenewswire.com/daa6a2b6e667cb8ed3758c9a05599aac"},"resized":{"url":"https://s.yimg.com/ny/api/res/1.2/Kv12n0GN3BXlYH5p_vbD1w--/YXBwaWQ9aGlnaGxhbmRlcjt3PTQyMDtoPTU1O2NmPXdlYnA-/https://media.zenfs.com/en/globenewswire.com/daa6a2b6e667cb8ed3758c9a05599aac","width":300,"height":39}},"lazy":false},{"type":"text","content":"Third annual Proximic by Comscore report underscores performance accountability, with AI-powered optimization now viewed as essential","length":133,"tagName":"p"},{"type":"text","content":"NEW YORK, Jan. 20, 2026 (GLOBE NEWSWIRE) -- Proximic by Comscore today released its 2026 State of Programmatic Report, based on over 200 media buyer respondents, with 58% expecting their programmatic investment to increase in 2026 and 87% saying cross-channel performance metrics inside programmatic platforms are critical or valuable for decision-making. The findings signal a maturing programmatic market focused less on scale at all costs and more on intentional spend, stronger control layers, and accountable performance across channels.","length":542,"tagName":"p"},{"type":"text","content":"“Programmatic is entering its mature growth phase, where buyers are moving budget with purpose and demanding transparency, quality, and outcomes across every screen,” said Rachel Gantz, Managing Director of Proximic by Comscore. “This year’s report shows the overwhelming majority of marketers recognize that AI-powered optimization is essential and that the next wave of growth will come from smarter allocation across CTV, audio, and privacy-forward activation.”","length":464,"tagName":"p"},{"type":"text","content":"Key findings from the 2026 State of Programmatic Report","length":55,"tagName":"p"},{"type":"text","content":"Programmatic growth continues, led by CTV","length":41,"tagName":"p"},{"type":"list","items":[{"val":[{"type":"text","content":"More than half, or 58% of respondents expect their programmatic investment to increase in 2026.","length":95,"tagName":"p"}]},{"val":[{"type":"text","content":"CTV and Audio are the only two media channels expected to see year-over-year programmatic budget growth, with CTV expected to capture 26% of media ...

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