How CTV and Digital Ads Are Moving Beyond Impressions to Proven Attention: The 2026 Landscape

The digital advertising industry is undergoing a profound transformation—shifting from reliance on superficial metrics like impressions to embracing robust, attention-based measurement systems that authentically reflect consumer engagement. This evolution is being propelled by mounting concerns over ad fraud, invalid traffic (IVT), and AI-powered bots, alongside a pressing need for trustworthy, outcome-oriented data. As Connected TV (CTV) and digital platforms continue their rapid global expansion, verifiable attention metrics have become central to defining success, fundamentally reshaping industry standards and practices.

The Industry Shift: From Impressions to Attention Metrics

For years, impressions served as the primary KPI—simply counting the number of times an ad was served—without regard to whether viewers actually noticed or interacted with it. While straightforward to measure, this metric has increasingly fallen short amid rising ad fraud, IVT, and bot activity. Industry estimates from Lunio warn that up to €53.6 billion ($63 billion) worth of IVT could occur by 2025, significantly undermining confidence in traditional exposure metrics.

In response, the industry is pivoting towards attention-centric metrics designed to measure actual consumer focus and engagement. These include:

• Time spent engaging with content or ads
• Gaze tracking and visual focus tools to verify what viewers see
• Micro-engagements such as pauses, gestures, swipes, or clicks during passive viewing

Recent research from App Science demonstrates that CTV campaigns leveraging attention metrics outperform traditional reach strategies, resulting in higher engagement and more meaningful business outcomes. Industry leaders emphasize that “we need to focus on attention and outcomes, not just exposure.”

This shift is accelerating globally. For example, in India, attention-based measurement solutions are being rapidly adopted to ensure accuracy and trust across diverse audiences. Meanwhile, in Australia, interactive CTV adoption remains cautious due to measurement gaps and creative challenges, but stakeholders are committed to developing trustworthy metrics.

Addressing Measurement Integrity: Technologies and Challenges

Despite promising advancements, measurement integrity remains a crucial concern. Persistent issues include:

• Impression inflation—ads served but not actually viewed
• IVT and fraud, including AI-driven bots and scraping tools
• Fraudulent activities that distort engagement data

Industry estimates highlight that up to €53.6 billion ($63 billion) of IVT could occur by 2025, underscoring the importance of advanced detection and prevention tools.

Cutting-Edge Technological Solutions

To combat these challenges, industry players are deploying state-of-the-art solutions:

• Runtime bot protection such as Impart Security’s Programmable Bot Protection, which detects and enforces measures against AI-powered bots in real time
• Device intelligence providers like Fingerprint, reporting over 1 billion device identifications per month, crucial for identifying bot activity and scraping
• Blockchain technology increasingly employed as an immutable ledger for ad delivery records—reducing fraud and enhancing transparency
• Verification platforms like DoubleVerify’s DV Authentic Ad®, recently applied to LinkedIn CTV ads, enable advertisers to confirm delivery to genuine human viewers and safeguard campaign integrity
• AI-based management dashboards from firms like Link11 enforce real-time AI traffic and access policies, bolstering measurement trustworthiness

However, industry tensions persist. Notably, Dentsu and WPP recently exited The Trade Desk’s OpenPath platform, citing concerns over cost and transparency, highlighting ongoing debates about standards and valuation models.

The Role of AI and Data Quality in Attention Measurement

AI plays a dual role—driving advanced measurement, personalization, and optimization—while also being a source of fraud, with AI-powered bots and scraping tools becoming increasingly sophisticated. The Internet Advertising Bureau (IAB) emphasizes that “garbage in”—poor data quality—limits AI’s ability to produce reliable insights.

Recent developments showcase how AI is being harnessed to enhance detection:

• Cineverse’s acquisition of IndiCue for $40 million aims to integrate AI-powered monetization and measurement tools that improve inventory quality and targeting transparency
• Publisher-focused AI tools from PubMatic analyze attention patterns and inventory quality to optimize yield and accuracy

At the same time, the proliferation of AI bots and scrapers underscores the urgent need for sophisticated detection solutions to maintain trust in attention metrics.

Platform & Marketplace Developments: Moving Toward Transparency

The programmatic CTV ecosystem continues to evolve rapidly with key platform and marketplace innovations:

• The Ventura Ecosystem, launched by The Trade Desk, aims to unite global TV operating systems and partners, creating a more transparent, interoperable environment. Its goal is to improve measurement, reduce fraud, and foster trust across platforms
• Xumo’s partnership with The Trade Desk’s OpenPath offers access to verified, premium CTV inventory, exemplifying efforts to curate high-quality, transparent inventory
• Samsung Ads’ collaboration with Amazon DSP leverages Amazon’s retail data—such as purchase behaviors—to refine targeting across Samsung TV Plus’s 100 million monthly users
• Cineverse’s acquisition of IndiCue aims to strengthen CTV monetization and transparency, reinforcing industry consolidation toward trustworthy measurement

Conversely, some major media agencies like Dentsu and WPP have exited OpenPath, citing cost and transparency issues, revealing ongoing industry tensions over standards and valuation. Recent critiques have emerged regarding OpenPath’s opacity and hidden fees, raising concerns over supply-path transparency. An industry insider remarked, “Hidden fees and lack of transparency about where ads were actually running point to a need for better oversight and standards.” These debates underscore the importance of clear, verifiable supply paths.

Despite these challenges, programmatic digital video spend continues its upward trajectory—rising approximately 19%—highlighting a strategic shift toward automated, data-driven media buying that emphasizes attention metrics and transparency.

Recent Financial Highlights & Future Outlook

In a significant development, DoubleVerify reported strong financial results for Q4 and full year 2025, demonstrating the industry's accelerating demand for attention verification:

• 2025 Revenue increased by 14% Year-over-Year to $748.3 million, driven by global growth in social platforms and CTV measurement solutions
• Q4 2025 results highlighted strong margins that offset growth deceleration, underlining market resilience and investor confidence
• The company projects that AI search ad spending will reach over $25 billion by 2029, creating a new verification frontier and emphasizing the urgent need for innovative measurement solutions to ensure ad authenticity and trust

Industry experts, such as Mike Schrobo, warn that “Your best-performing ad campaign might be a bot,” underscoring the critical importance of rigorous validation to ensure genuine engagement.

Regional Nuances and Market-Specific Dynamics

Regional differences influence the pace and nature of adoption:

• In Australia, interactive CTV remains cautious. Industry stakeholders emphasize that trust and measurement accuracy are prerequisites for broader adoption. The focus is on verifying high-quality inventory before expanding creative innovations
• In India, rapid CTV growth is driving the adoption of localized, attention-focused verification solutions. Industry leaders prioritize building trust to prevent fraud, safeguard brand safety, and maximize ROI across diverse consumer segments

The Evolving Fraud Landscape and Publisher Strategies

Click and CTV fraud remain significant challenges. Recent studies reveal that 72% of CTV fraud is now bot-based, with AI-powered bots growing more sophisticated. To combat this, multi-dimensional behavioral analysis is achieving 94.7% accuracy in detecting fraudulent activity—helping advertisers and publishers protect their investments.

Leading publishers, including Dow Jones, are prioritizing direct deals with advertisers to ensure audience quality. They are investing heavily in AI detection tools and platform integrations to eliminate fraudulent inventory, reinforcing a broader industry movement toward verified, attention-driven measurement and audience integrity.

The Future of Attention-Based Advertising: Toward Trust and Transparency

The industry’s trajectory is clear: a decisive move from impression-based metrics to verified, attention-focused measurement systems. This shift is supported by:

• Technological innovations in blockchain, real-time detection, and device intelligence
• The development of industry standards and regulatory frameworks, such as the 2026 MRC guidelines
• Cross-sector collaborations, including The Trade Desk’s Ventura Ecosystem, that advance transparency and trust

While AI-driven fraud and measurement gaps persist, solutions like DoubleVerify’s DV Authentic Ad®, blockchain records, and industry alliances are laying the foundation for a more trustworthy digital advertising ecosystem.

Industry leaders warn that “Your best-performing ad campaign might be a bot,” emphasizing the urgent need for rigorous validation and verification.

Current Status and Implications

The digital advertising ecosystem stands at a pivotal point. The goal now is to embed attention-based metrics into measurement frameworks—ensuring ads reach real audiences and drive meaningful outcomes. Achieving this requires:

• Continuous innovation in detection, verification, and transparency technologies
• Standardization of industry practices and regulations
• Regional adaptations tailored to markets like India and Australia
• Global cooperation to align standards and share best practices

The recent financial success of DoubleVerify and its optimistic outlook highlight the growing industry demand for attention verification—a trend expected to intensify as AI search advertising approaches $25 billion by 2029.

In conclusion, the move toward verified, attention-driven advertising signifies more than technological evolution; it represents a redefinition of trust in digital media. As verification solutions mature and industry standards solidify, the ecosystem is evolving into a more trustworthy, effective, and outcome-oriented environment—where ads connect with real people, not bots, and brands can confidently measure genuine engagement.

This transformation promises that advertising dollars are invested more wisely, consumer experiences are protected, and long-term value is created for publishers, brands, and consumers alike.