Proximic by Comscore – State of Programmatic Report, 2026

The report focuses on the current state and evolution of programmatic advertising, highlighting how it is becoming a strategic investment for marketers.

Key findings include disciplined budget increases despite real programmatic growth, leadership of CTV and audio in growth areas, a shift towards intentional access with curation as a trust foundation, rising importance of contextual data and targeting especially in regulated markets, AI becoming a default part of workflows, outcome-focused performance measurement, and marketers demanding greater control, quality, and accountability in spending.