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September 09, 2026 - BY Glossy
Glossy+ Research: Marketers navigate a changing CTV landscape
As CTV matures, the streaming ad industry is entering a period of change. Media giants like The Walt Disney Company and Paramount are pursuing mergers that have the potential to reduce market fragmentation and strengthen scale. At the same time, advertisers are reevaluating how they measure success across streaming platforms as performance expectations rise and audience viewing habits shift.
September 09, 2026 - BY Glossy