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# Social’s ad-spend lead may be a measurement artifact, not merit
- URL: https://fabric-media.ghost.io/socials-ad-spend-lead-may-be-a-measurement-artifact-not-merit/
- Published: 2026-08-22T17:56:48.000Z
- Updated: 2026-08-27T00:47:29.000Z
- Description: Hold your horses. Social nets 27.7% of US ad spend on just 12.5% of media time, while CTV gets 18% despite 38.5% of time spent. The gap reflects attribution confidence, not incremental impact, the piece argues.
- Author: Fabric.Media Editorial
- Tags: Measurement, AdExchanger Content Studio

**Why it matters.** Buyers who keep trusting platform-reported ROAS over incrementality testing will keep misallocating budget away from underrepresented channels like CTV.

*Signal from* [*adexchanger.com*](https://adexchanger.com/?ref=fabric-media.ghost.io) *·* [*AdExchanger Content Studio*](https://fabric-media.ghost.io/tag/by-adexchanger-content-studio/) *·* [*read the original*](https://www.adexchanger.com/content-studio/why-social-medias-ad-dominance-is-a-billion-dollar-measurement-illusion/?ref=fabric-media.ghost.io)*.*