IAB Report Highlights Growing Buyer Distrust in Digital Video Ad Quality

The 2026 industry analysis, conducted alongside Advertiser Perceptions and Guideline, underscores a critical shift: marketers are no longer satisfied with business outcomes alone. As signal loss and AI-driven automation complicate audience classification, buyers are demanding granular insights into how their results are achieved. This necessity is particularly acute for small and medium-sized businesses, which now prioritize niche audience targeting on Connected TV (CTV) platforms at rates significantly higher than in previous years.

Trust remains the primary friction point. A substantial 43% of buyers express limited to no confidence in direct buying methods, a figure that surges to 67% for open exchange and real-time bidding environments. Chris Bruderle, IAB's VP of Industry Insights, notes that the erosion of confidence stems from the dual threat of bad actors injecting invalid inventory and a general lack of transparency regarding ad placement. While 93% of buyers agree that live content commands a premium, one-third remain skeptical, citing persistent deficiencies in measurement and return-on-investment proof.

Agentic AI has emerged as a focal point for future strategy, yet the industry lacks a unified consensus on its implementation. While 96% of respondents acknowledge the technology's role, they remain cautious; 40% demand human-in-the-loop oversight, and many call for audit trails to ensure explainability. Simultaneously, Generative AI has become a staple for creative production, with nearly two-thirds of buyers utilizing the tech, yet smaller firms report significant dissatisfaction with current integration capabilities and performance verification tools.