I see… a trend.
If you’ve been paying attention this week, streaming transparency is quickly becoming the next big adtech battleground heading into 2026. Just look at what dropped today:
First, DoubleVerify’s GM of CTV, Todd Randak, published an op-ed warning that “gaps” in CTV “undermine trust at a time when transparency is more critical than ever.” DV paired the op-ed with two transparency-focused launches:
Certified Transparent Streaming — A clean-room–based certification program that lets publishers share data safely while giving advertisers only aggregated insights.
OM SDK Support for CTV — Extends the industry’s interoperable measurement standard to CTV so DV can accurately measure viewability across participating streamers.
And on the same day, Nielsen’s Gracenote introduced Gracenote Content Connect, a new platform giving buyers, SSPs, and DSPs access to standardized, program-level metadata for CTV targeting and measurement.
Why This Matters:
Advertisers seem to be losing patience with streaming opacity. In fact, InterMedia Advertising’s David Nyurenberg captured the sentiment earlier this week, in a well-timed article, writing:
“Behind closed doors, publishers are telling me that CTV spending is flattening, performance is plateauing and buyers are increasingly hesitant to push budgets further.
The reason is not complicated. When buyers cannot see what they are buying, they cannot commit their spend with conviction.”
The message is clear: transparency is no longer a nice-to-have — it’s becoming a precondition for investment. And adtech players are recognizing the opportunity and the urgency.
Experts React:
Randak doubled down on this in his op-ed:
“Transparency is not just a publisher issue. Agencies and brands increasingly demand aligned, comparable standards that allow them to plan their media, optimize performance, and measure outcomes across channels with confidence. As investment in streaming grows, buyers are seeking clearer signals and more granular insights that help them validate context and make better informed decisions.”
Our Take:
In 2024 and 2025, one of the biggest trends in advertising was CTV democratization — opening the space to mid-market buyers and fueling the performance CTV boom.
Heading into 2026, the center of gravity might be shifting. Whether you’re a Fortune 100 brand or a mid-market advertiser, streaming transparency is shaping up to be the defining issue. The macro backdrop only raises the stakes. With budgets under greater scrutiny, advertisers want measurability and ROI. If performance or measurement feels shaky, spending will get right-sized quickly.
AdTechRadar is owned by Chris Harihar, who leads PR at Mod Op. DoubleVerify is a Mod Op client.
