The Hidden Challenge Slowing Connected TV Growth
July 15, 2026
Connected TV has become one of the fastest-growing advertising channels in the world. As streaming continues to reshape how audiences consume content, advertisers are increasing their investment in premium video experiences. Yet behind this momentum lies a less visible challenge. While AI is becoming more capable of planning, optimising and managing campaigns, it cannot deliver its full value if different platforms and technologies struggle to communicate effectively. A shared communication standard is quickly becoming one of the most important building blocks for the future of Connected TV.
At the same time, AI is moving beyond campaign recommendations and beginning to automate more decision-making across advertising workflows. As more organisations adopt AI-powered tools, consistency between platforms becomes increasingly important. Without common ways of exchanging information, even advanced AI systems can create unnecessary complexity instead of greater efficiency.
The challenge is not a lack of innovation. The industry already has powerful technologies supporting advertisers, publishers and agencies. The issue is ensuring these systems can work together smoothly.
A common communication framework allows AI-driven platforms to understand campaign objectives, inventory information and operational instructions in a consistent way. Rather than every platform developing its own approach, shared standards help reduce integration effort, improve interoperability and simplify collaboration across the advertising ecosystem.
Recognising this need, IAB Tech Lab published its Agentic Roadmap in January 2026, outlining how the industry can extend existing advertising standards with modern AI communication methods while maintaining interoperability across the market.
Industry collaboration is already moving in this direction. In late 2025, IAB Tech Lab introduced a new Connected TV Ad Portfolio alongside updated programmatic guidance, creating standard definitions for six emerging Connected TV ad formats. The initiative was designed to improve consistency across buyers, publishers and technology providers while reducing operational friction.
IAB Tech Lab’s 2026 roadmap also highlights that more than 50% of television viewing now takes place on Connected TV and streaming platforms, reinforcing why scalable standards have become increasingly important for the future of advertising. In addition, the Open Measurement SDK already supports over 40% of smart TVs globally, with the organisation working towards significantly broader coverage.
At Voise Tech, we are committed to building infrastructure that supports this future. Solutions including the Voise SSP, Voise Ad Server, Voise Pre-Bid Layer, Voise Agentic, and VoiseTech AI are designed to help publishers and advertisers simplify campaign execution, improve monetisation and prepare for the next generation of AI-enabled advertising. As the industry continues to embrace open standards, organisations that invest in scalable and interoperable technology will be better positioned for long-term growth.
Discover how Voise Tech is helping build the future of Connected TV and AI-powered advertising by visiting VoiseTech.com or speaking with our team.
Growth Is Creating New Expectations
The Connected TV market is entering a new phase of maturity. According to EMARKETER, Connected TV advertising spend in the United States is forecast to reach $37.95 billion in 2026, growing 14.5% year on year. While this reflects the US market, similar trends are being seen globally as advertisers continue to shift budgets towards streaming environments.At the same time, AI is moving beyond campaign recommendations and beginning to automate more decision-making across advertising workflows. As more organisations adopt AI-powered tools, consistency between platforms becomes increasingly important. Without common ways of exchanging information, even advanced AI systems can create unnecessary complexity instead of greater efficiency.
Why Shared Standards Matter
The challenge is not a lack of innovation. The industry already has powerful technologies supporting advertisers, publishers and agencies. The issue is ensuring these systems can work together smoothly.
A common communication framework allows AI-driven platforms to understand campaign objectives, inventory information and operational instructions in a consistent way. Rather than every platform developing its own approach, shared standards help reduce integration effort, improve interoperability and simplify collaboration across the advertising ecosystem.
Recognising this need, IAB Tech Lab published its Agentic Roadmap in January 2026, outlining how the industry can extend existing advertising standards with modern AI communication methods while maintaining interoperability across the market.
Better Collaboration Benefits Everyone
The advantages extend well beyond operational efficiency.For publishers, consistent standards help simplify integrations and reduce implementation challenges. Advertisers benefit from more reliable campaign execution across multiple partners, while technology providers can innovate without creating isolated solutions.Industry collaboration is already moving in this direction. In late 2025, IAB Tech Lab introduced a new Connected TV Ad Portfolio alongside updated programmatic guidance, creating standard definitions for six emerging Connected TV ad formats. The initiative was designed to improve consistency across buyers, publishers and technology providers while reducing operational friction.
IAB Tech Lab’s 2026 roadmap also highlights that more than 50% of television viewing now takes place on Connected TV and streaming platforms, reinforcing why scalable standards have become increasingly important for the future of advertising. In addition, the Open Measurement SDK already supports over 40% of smart TVs globally, with the organisation working towards significantly broader coverage.
Preparing for the Next Stage of Connected TV
As Connected TV continues to expand across global markets, success will depend not only on better technology but also on stronger collaboration between platforms. Open, interoperable standards will help create an environment where AI can operate more effectively, allowing advertisers, publishers and technology partners to scale with greater confidence.At Voise Tech, we are committed to building infrastructure that supports this future. Solutions including the Voise SSP, Voise Ad Server, Voise Pre-Bid Layer, Voise Agentic, and VoiseTech AI are designed to help publishers and advertisers simplify campaign execution, improve monetisation and prepare for the next generation of AI-enabled advertising. As the industry continues to embrace open standards, organisations that invest in scalable and interoperable technology will be better positioned for long-term growth.
Discover how Voise Tech is helping build the future of Connected TV and AI-powered advertising by visiting VoiseTech.com or speaking with our team.
