MediaRadar is expanding CTV coverage to provide a more comprehensive and structured view of the streaming ecosystem.
This update will increase advertiser visibility, creative coverage, occurrence tracking, app coverage and local reporting — while also refining how CTV data is organized and labeled within the dataset.
This information was first communicated during Phase 1 of this project. We now enter Phase 2 to continue the expansion.
What’s Changing?
A Q1 2026 data analysis revealed:
60% more advertisers across CTV
2.5x more creatives, enabling deeper creative analysis
12x more occurrences, improving visibility into frequency and placement Comment end
This expansion also brings significantly broader local coverage nationwide, with additional apps including The Roku Channel and YouTube.
These enhancements are designed to provide a more complete and actionable view of CTV activity.
Rollout Timeline
We will first release the expanded CTV data coverage on May 5 and then apply the local layer across all AVOD platforms, available May 19.
May 5 Release
Significant expansion of CTV advertiser, creative, and occurrence coverage
AVOD app expansion: The Roku Channel and YouTube
Naming nomenclature refinements
Digital media
AVOD
May 19 Release
Adding local market AVOD visibility enhancements
The result? A more powerful, more comprehensive view of the CTV landscape — all within 360.
Updated Digital Media Nomenclature (May 5)
To create greater consistency across digital reporting, the following naming updates will occur:
Internet - Display will become Browser Display.
Online Video will become Browser Video.
Internet - Search will become Search.
Example
Current Production
Post Phase 2 Release
AVOD Media Property Naming Refinement (May 5)
AVOD properties will include more specific identifiers to provide clearer context when viewed without a media category attached.
This refinement ensures that AVOD inventory is easily distinguishable across reporting environments.
Example
Current Production
Post Phase 2 Release
Will Methodology Change?
No. This update expands coverage and improves structure but does not change MediaRadar’s core methodology.
Will Historic Data Be Added to CTV?
The CTV data will include data from January 1, 2026 forward.
What Should Clients Expect?
Clients can expect:
Expanded advertiser and creative visibility
Significantly increased occurrence tracking
Deeper local and more expanded app coverage
Improved naming consistency across digital media
What’s Next?
If you would like to review the updates together or discuss how they may impact your reporting or feed, please connect with your MediaRadar contact to schedule time.