> ## Content Index
> Fetch the complete content index at: https://fabric-media.ghost.io/llms.txt
> Use this file to discover other available public pages before exploring further.

# Programmatic, addressable TV gain share of a shrinking linear pie
- URL: https://fabric-media.ghost.io/programmatic-addressable-tv-gain-share-of-a-shrinking-linear-pie/
- Published: 2026-08-14T13:59:07.000Z
- Updated: 2026-08-27T00:44:25.000Z
- Description: EMarketer projects programmatic and addressable TV will keep taking share of linear ad spend even as the overall linear pool keeps shrinking. Efficiency gains can’t offset a structurally declining base, so growth is relative, not absolute.
- Author: Fabric.Media Editorial
- Tags: Measurement, Chris Keating

**Why it matters.** Linear TV sellers see total ad dollars keep falling even as programmatic and addressable capture a larger share, so revenue gains in those segments cannot offset the shrinking overall pool.

*Signal from* [*emarketer.com*](https://emarketer.com/?ref=fabric-media.ghost.io) *·* [*Chris Keating*](https://fabric-media.ghost.io/tag/by-chris-keating/) *·* [*read the original*](https://www.emarketer.com/content/data-drop-4-charts-on-future-of-us-programmatic-addressable-tv-ad-spending?ref=fabric-media.ghost.io)*.*