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This is the first installment of our annual 鈥淐补苍补诲补 Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Our latest forecasts for CTV and digital video viewers in Canada show that audiences are now a match for linear TV and exceed it in some age groups.

This is the first installment of our 鈥淐补苍补诲补 Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

This is the first installment of our 鈥淐补苍补诲补 Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

An equal percent of North American marketers (60%) currently spend on connected TV (CTV) and print, though slightly more plan to invest in CTV than those who have plans for print (28% and 26%, respectively). Beyond print, traditional is getting left behind.

This is the first installment of our 鈥淐补苍补诲补 Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

The news: A report from DoubleVerify unveiled insights on the state of the digital ad landscape as audiences and brands go digital-first. More than three-quarters (77%) say short-form vertical videos (think Reels) perform better than marketers鈥� campaign baselines, while 75% say the same for social media feeds, 69% for connected TV (CTV), 67% for commerce media networks, and 58% for audio and podcasts. Our take: As time spent with digital grows, advertisers are pushed to invest鈥攂ut with ad blockers and brand safety remaining concerns, advertisers must rethink how they earn attention and invest in meaningful, trustworthy, and well-placed experiences.

Connected TV (CTV) is booming in households and becoming significantly more important for advertisers.

The news: Gander Social is an upcoming Canadian social platform built on the decentralized AT Protocol, similar to Bluesky. Gander rejects algorithmic feeds, ad surveillance, and dark UX patterns, per Metricool. As an alternative to networks like X, Meta鈥檚 Threads, and Bluesky, it offers user-controlled content, privacy by design, and community-first tools鈥攈osted entirely within Canada. It will be available as a closed beta in August. Our take: As algorithmic fatigue and platform distrust grow, demand is rising for community-driven, ad-light spaces. Marketers should watch Gander as a testbed for the next wave of privacy-first, hyper-local platforms.

In North America, connected TV (CTV) is carving out a slice of programmatic display ad spending. In the US, CTV is gaining share at the expense of desktop and laptop computers (16.7% for CTV versus 12.7% for desktop/laptop in 2025); mobile鈥檚 share will hover around 70%, where it鈥檚 been since 2018.

LinkedIn doubles down on B2B video and CTV: New tools help marketers capture attention and drive full-funnel impact.