> ## Content Index
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# MediaPost: CTV may never match search and social on performance
- URL: https://www.medianexis.com/mediapost-ctv-may-never-match-search-and-social-on-performance/
- Published: 2026-10-16T13:47:53.000Z
- Updated: 2026-10-16T13:47:53.000Z
- Description: MediaPost’s Wayne Friedman argues CTV’s inconsistent cross-publisher signals keep it from driving direct business outcomes like search and social, with national linear TV revenue projected to fall 2% to $27.9 billion while digital TV grows 3% to $21 billion.
- Author: The Signals Desk
- Tags: Measurement, Wayne Friedman, MediaPost: CTV aspirations and devices

**Why it matters.** Buyers treating CTV as an upper-funnel channel rather than a direct-response one will keep pushing attribution for conversions downstream to search or social.

*Signal from* [*mediapost.com*](https://mediapost.com/?ref=medianexis.com) *·* [*Wayne Friedman*](https://www.medianexis.com/tag/by-wayne-friedman/) *·* [*read the original*](https://www.mediapost.com/publications/article/418737/?ref=medianexis.com)*.*