Report: Programmatic CTV Spending Doubled in 2024

Spending on programmatic CTV advertising surged in 2024, according to a new report from the digital ad software company Basis Technologies, marking a more than 100 percent increase over 2022 levels.

Programmatic CTV accounted for 24 percent of campaigns’ and committees’ total digital ad spend last year, surpassing the share spent on desktop ads and eating into the share spent on mobile, the report found. By comparison, programmatic CTV accounted for 11 percent of digital ad spending in 2022 and just 6 percent in 2020.

Programmatic advertising CPMs – the cost for every 1,000 ad impressions – began ticking upward last July and reached its peak in October and November at about 40 percent above average, according to Basis’ report.

The rise in programmatic CTV may be due, at least in part, to the rapid rise in CTV opportunities.

The surge in CTV ad spending highlights a broader shift in political strategy—one where digital dominance is no longer optional but essential. Conservatives must recognize that while traditional media still holds value, streaming platforms are rapidly becoming the battleground for voter engagement. The left has long been aggressive in adapting to new digital trends, leveraging Big Tech’s influence to shape narratives. If Republicans want to remain competitive, they must not only invest in CTV but also ensure their content is engaging, data-driven, and reaching the right audiences. With younger voters consuming political content on streaming platforms more than ever, failing to capitalize on this shift would be a strategic misstep. The opportunity is there, but it requires bold investment, creative storytelling, and a willingness to innovate beyond the status quo. ~Political Media

Report: Programmatic CTV Spending Doubled in 2024

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