Author: Darya Shvidkaya

The CTV ad market is worth $38 billion — yet most brands still lack the visibility to know if their campaigns are working. Here’s what’s broken, and what it takes to advertise smarter on CTV.

As traveler journeys grow longer, more complex and content-driven, brands must move beyond last-click thinking. In 2026, winning requires understanding motivation, activating across screens, and shaping decisions long before booking happens.