Proximic：2026年程序化广告现状报告（英文版）（23页）.pdf

1、Table of ContentsExecutive Summary3Introduction5Part I:Growth-From More Spend to Smarter Investment6 Programmatic Growth is Real,but the Era of Automatic Budget Inflation is Over CTV Buyers Lean Heavily into Programmatic Programmatic Audio Growth Taps Linear TV,Digital Display and Traditional Radio

2、Budgets Part II:Control-Data,Contextual Targeting,and Curation 11 From Open Access to Intentional Access Curation as the Foundation of Trust Contextual Signals that Enable Control Targeting Adoption for Regulated MarketsPart III:Performance-The Future of AI and Measurement16 AI Moves from Differenti

3、ator to Default Hybrid Human+AI Workflows Performance is Accounted for Before Campaign Launch Outcomes Over EngagementConclusion21 Turning Insight into ActionAppendix22Now in its third year,Proximic by Comscores State of Programmatic report delivers a clear-eyed view of the forces reshaping programm

4、atic advertising,and what they mean for marketers planning the year ahead.As programmatic continues to mature into a core driver of the media mix,it is important to examine how its evolution continues to influence everyday decisions across planning,targeting,and measurement ecosystem.Based on an ext

5、ensive survey of more than 200 industry decision-makers,this research reveals how leaders are actively calibrating,and recalibrating,their approaches to programmatic,whether it be reallocating budgets with greater discipline,refining their use of signals and curated supply paths,or raising expectati

6、ons around accountability,transparency,and measurable outcomes.Executive SummaryWhen examined holistically,these shifts signal a market that no longer views programmatic as experimental or tactical,but as a strategic investment expected to perform with precision and quality.The current state of prog