Covers measurement. Bylines at emarketer.com. Desk record: 1 signal cited since August 2026, 1 published. Updated November 3, 2026.
Indexed from published reporting. Not a medianexis staff byline. Any journalist can ask to be removed.
EMarketer projects programmatic and addressable TV will keep taking share of linear ad spend even as the overall linear pool keeps shrinking. Efficiency gains can’t offset a structurally declining base, so growth is relative, not absolute.