Connected TV is the fastest-growing channel in advertising—but is bad data quietly draining marketing budgets?

The State of Data Accuracy 2026 reveals how inaccurate identity and demographic signals in the open CTV ecosystem are fueling billions in wasted U.S. ad spend this year alone. The report covers:

• Truthset’s multi-year analysis of accuracy across core CTV linkages, including IP, postal, email, and demographic data.

• The way these inaccuracies quietly compound across the CTV supply chain—from targeting through measurement.
• How marketers can use validated data to improve identity signals, reduce waste, and increase profitability.