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# CTV ad buys often can’t be matched to actual shows, Wurl finds
- URL: https://www.medianexis.com/ctv-ad-buys-often-cant-be-matched-to-actual-shows-wurl-finds/
- Published: 2026-11-02T15:19:38.000Z
- Updated: 2026-11-02T18:48:14.000Z
- Description: MediaPost’s Rob Williams reports that a new Wurl CTV Trends Report found 89% of programmatic ad requests lacked a usable program name, while 45% didn’t identify the content at all.
- Author: The Signals Desk
- Tags: Ad-tech, Rob Williams, Digiday Future of TV Briefing: CTV genre labels

**Why it matters.** Buyers can’t verify brand suitability or pay for context with confidence when nearly nine in ten programmatic CTV requests arrive without identifiable program data.

*Signal from* [*mediapost.com*](https://mediapost.com/?ref=medianexis.com) *·* [*Rob Williams*](https://www.medianexis.com/tag/by-rob-williams/) *·* [*read the original*](https://www.mediapost.com/publications/article/419119/ctv-advertisers-are-buying-shows-they-cant-even-i.html?ref=medianexis.com)*.*