Programmatic advertising on TV is set to increase this year

As streaming and connected television (CTV) edge closer to absorbing more of linear TV’s share of budgets this year, programmatic advertising is set to account for a larger slice of the TV advertising pie.

The shift is being driven in part by an increasing number of small and medium-sized brands investing in TV, said Travis Flood, Comcast Advertising’s director of insights. “Local and small advertisers have that opportunity now… it’s becoming easier for them,” he said.

Per Comcast, the number of advertisers running programmatic TV ads increased 14% in the first half of 2025, compared with 2024. Meanwhile, ad views from new advertisers rose 29% in the same period. Exact figures were not specified.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.