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CTV ad growth shifts to India, Brazil, Spain as US market matures

US CTV ad spend will lead globally at $36.95B in 2026, but India (31.5%), Brazil (29.7%) and Spain (29%) will grow far faster YoY than the US’s 19.3%, per eMarketer’s forecast.

Why it matters. Advertisers building global CTV campaigns must now navigate fragmented measurement and platform standards across markets with far less maturity than the US.

Signal from emarketer.com · read the original.

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