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# Report: CTV ad tech can’t see most content it’s selling against
- URL: https://www.medianexis.com/report-ctv-ad-tech-cant-see-most-content-its-selling-against/
- Published: 2026-11-02T15:19:46.000Z
- Updated: 2026-11-02T15:19:46.000Z
- Description: Advanced Television reports that Wurl’s CTV Trends Report found 89 per cent of connected TV ad requests lack usable content metadata in the bidstream.
- Author: The Signals Desk
- Tags: Ad-tech, Colin Mann, UK ad spend forecast to hit record £14bn in Q4

**Why it matters.** Buyers lack reliable content-level signal, which weakens their ability to verify brand suitability and contextual targeting on CTV inventory.

*Signal from* [*advanced-television.com*](https://advanced-television.com/?ref=medianexis.com) *·* [*Colin Mann*](https://www.medianexis.com/tag/by-colin-mann/) *·* [*read the original*](https://www.advanced-television.com/category/research/markets/?ref=medianexis.com)*.*