Streamers have been trying to make CTV shopping look desirable for years, whether we’re talking about Peacock’s Virtual Concessions introduced ahead of the 2024 Paris Olympics, or Hulu’s rollout of pause ads in 2018 that paved the way for shoppable ad units.Despite the developments, ad buyers remain concerned about CTV’s effectiveness, according to the IAB’s 2026 Digital Video Ad Spend & Strategy …
2 in 5 ad buyers say CTV is limited by a lack of interactive capabilities
