Key Takeaways
- CTV is now mainstream for SMBs, with 45% YoY adoption and more brands treating TV as a revenue channel.
- Sports and Super Bowl ads now blend brand building with clear tracking and data-driven buying.
- AI platforms like ChatGPT are becoming ad channels, while new IAB rules push for clearer disclosure.
- Subscription businesses face tighter FTC and state action, making easy cancellation and clear consent essential.
- Context targeting, platform changes, and new leadership moves are tightening the link between media spend and sales.
Performance marketing is moving faster than ever in 2026. SMBs are scaling into CTV, AI platforms are testing ads, and regulators are tightening subscription rules. Creative, media buying, and compliance now move as one system.
Super Bowl ads signal brand shifts. ChatGPT introduces new ad inventory. CTV and programmatic sports buys signal broader access and better tracking. Here is what these changes mean for marketers right now.
CTV Is No Longer Just for Big Brands
Smaller brands now use CTV to access premium inventory, target defined audiences, and measure performance outcomes at scale.
How SMBs Are Winning with CTV
SMBs are scaling into CTV. Adoption rose 45% year over year, and 62% of SMB advertisers in 2025 were first-time TV buyers. Brands like Care.com and SNHU now treat CTV as a direct revenue driver:
- Care.com shifted from 5% to 50% of its video budget into CTV.
- SNHU moved to a 70% CTV and 30% linear mix.
Advertisers target specific audiences, control frequency, and track site visits and form fills across channels.
CTV now gives SMBs access to premium inventory without requiring Super Bowl-level budgets:
- Typical CPMs range from $15 to $35.
- Some platforms allow testing with budgets starting around $1,000.
Programmatic Expands Sports Advertising
NBCU now sells Olympic inventory programmatically, opening Peacock to smaller advertisers. 30-second CPMs range from about $40 for non-live spots to $75 for live targeted placements, giving brands flexible access to premium sports inventory.
Brands like All-Clad are entering live sports for the first time through DSPs such as Amazon and The Trade Desk. Advertisers use private marketplace deals to layer data, target specific audiences, and turn live events into measurable performance channels.
Super Bowl Advertising Strategy Shifts
Brands still invest in the Big Game, but now use it to reshape perceptions and drive long-term growth.
Brand Perception Plays from Performance Brands
Ro and Manscaped are using the Super Bowl to change how people see them. Manscaped wants to move beyond groin grooming, while Ro wants to be seen as a full health provider, not just a weight-loss brand. Both are betting that perception drives growth.
Each brand shifted dollars from lower-funnel tactics into brand-building media. They still track traffic and sales, but they also measure branded search, surveys, and long-term lift. For these performance brands, credibility and brand equity now sit alongside CAC as core growth metrics.
Creative Rankings and What They Signal
Budweiser topped USA Today’s Ad Meter, reinforcing the power of emotional storytelling. ADWEEK’s Super Bowl 60 rankings also highlighted bold, culture-driven work that sparked conversation and revived ’90s nostalgia.
The strongest ads shared clear traits. They used humor, music, rivalry, and a distinct brand voice to stay memorable. Instead of hard selling, they entertained first and trusted recall and brand lift to drive performance long after kickoff.
AI Moves From Tool to Media Channel
AI platforms are no longer just creative tools. They are becoming monetized environments where ads run, data drives targeting, and compliance shapes execution.
OpenAI Begins Testing Ads in ChatGPT
OpenAI began testing ads in ChatGPT on 9 February. The ads appear in a separate area beneath the chat and target logged-in free users and Go subscribers. The company says advertisers cannot influence answers and will not access private conversations.
ChatGPT reported 800 million weekly users and more than 10% monthly growth, giving advertisers massive scale. OpenAI will optimize ads for relevance, which raises early questions about how targeting works and how clearly ads are labeled.
IAB’s AI Regulations
The IAB released a new AI disclosure framework to bring order to a fragmented landscape. It says advertisers must label AI content that could deceive consumers, such as fake before-and-after shots or digital twins in fabricated events.
The framework warns against labeling every AI use to avoid label fatigue. Some AI content requires disclosure, while basic edits and standard enhancements do not. For performance marketers, the line between smart automation and deception still creates compliance risk.
Subscription Models Under Legal Pressure Again
Regulators are tightening subscription rules. Brands that rely on auto-renewals must make compliance a core part of their growth plan.
FTC Revives “Click-to-Cancel” Rulemaking
The FTC is restarting its Negative Option Rule after the Eighth Circuit struck down the 2025 version over procedural issues. The rule aimed to require clear disclosures, express consent, and simple cancellation for subscriptions, including a “click-to-cancel” standard.
In January 2026, the FTC began the formal rulemaking process again. A final rule could take years, but brands should prepare now. Companies that rely on auto-renewals should review disclosures, consent flows, and cancellation paths before stricter federal standards return.
States and ROSCA Enforcement Intensifying
California’s Automatic Renewal Taskforce and state attorneys general increased sweeps and multi-state settlements in 2025. Negative option offers became a top target for class actions and FTC probes.
Courts now rule many autorenewal practices unlawful under ROSCA and other laws. Settlements can cost millions or even billions. Strong compliance protects revenue, brand trust, and long-term growth.
Digital Advertising Under Scrutiny
Regulators and critics are questioning how digital ads work. They are pushing brands to focus on trust, not just clicks.
“Junk Food” Advertising Critique
Critics say digital ads now act like fast food. Algorithms optimize for cheap clicks and impressions, not real connections. More than half of consumers avoid ads through blockers or paid subscriptions, which weakens reach.
When brands chase low CPMs, they risk funding bots and low-quality sites. Volume may lift short-term metrics, but it rarely builds trust. Marketers must rebalance efficiency with real engagement.
Platform and Media Shake-Ups
The FCC launched an investigation into Comcast’s ties with its NBC affiliates. Chairman Brendan Carr said the agency wants to protect local station independence. The probe follows public criticism and growing scrutiny of network influence.
At the same time, NewsGuard sued the FTC over a merger condition tied to Omnicom and IPG. The order restricts agencies from using third-party news ratings in ad buys, raising First Amendment concerns.
Together, these actions show how regulation, speech, and media consolidation are colliding across the advertising ecosystem.
Platform Disruption: TikTok Shop and YouTube TV
Major platforms are changing how people shop and watch TV. Brands must adapt to keep up with new prices, new tools, and new ways to reach audiences.
TikTok Shop’s Product Amplification Program
TikTok launched its Smart Promotion Program to help sellers grow faster. The program promises 5x ROI and guarantees at least $5 in GMV for every $1 spent during the promo period. TikTok boosts products with pop-ups, surprise placements, and AI-powered tools.
Sellers must keep a 3.5 out of 5 performance score and meet order minimums to qualify. In return, they get lower fees and platform-managed promotion. For DTC brands, this opens a powerful path to scale discovery as social commerce continues to surge.
YouTube TV Introduces Lower-Cost Bundles
YouTube TV launched more than 10 new plans priced below its $82.99 main package, including:
- $64.99 Sports Plan.
- $71.99 Sports + News Plan.
- $54.99 Entertainment Plan.
- $69.99 News + Entertainment + Family Plan.
This shift increases competition across live streaming platforms. Lower-cost tiers may expand subscriber reach and reshape audience segments. For performance marketers, tailored bundles could mean more defined ad inventory and clearer audience targeting opportunities.
Diverging D2C Paths: Digital vs. Brick-and-Mortar
Allbirds and Warby Parker both launched as digital-first brands. Now they are taking opposite paths. Allbirds will close its remaining full-price U.S. stores by February 2026 and shift focus to ecommerce, wholesale, and platforms like Amazon.
Warby Parker is expanding in the other direction. It operates about 300 stores and plans to open 45 more this year. Its eye exam business grew 44% year over year, and 75% of customers buy glasses where they get exams, showing how physical retail can drive stronger conversions.
Performance Marketing Infrastructure Evolves
Performance marketing is rebuilding its core. Smarter measurement tools and new leadership are reshaping how brands deliver measurable results.
The Rise of Contextual Intelligence
RMT uses neuroscience to improve ad performance. It measures “resonance,” or how well an ad matches a viewer’s mindset and surrounding content. Research shows its system is more than 20 times more predictive of sales than basic attention metrics.
RMT maps 265 motivational signals to align ads with the right content at the right moment. Brands have reported up to 95% ROAS lift and 115% new-to-brand lift. As privacy rules limit audience tracking, contextual targeting is regaining power as a performance driver.
Leadership Shifts and Industry Consolidation
DFO Performance named David Stellato as its new CEO. He served as chief revenue officer and worked at the company for more than 11 years. Founder Jordan Rolband handed over leadership to someone he trusted to guide the next growth phase.
Revenue leaders stepping into CEO roles often sharpen performance, data, and media strategy. Brands can expect tighter integration between media buying, e-commerce, and measurable growth.
The New Rules of Performance in 2026
CTV, AI, retail, and regulation now move together. Brand building and performance sit on the same table, not opposite ends. AI is becoming media. Compliance is becoming a competitive advantage. Platforms are rewriting pricing, targeting, and discovery in real time.
The brands that win will balance creativity, data, trust, and smart channel mix. Want to build a strategy that keeps up? Contact TelNet Agency.
Quick Insights
Can smaller brands afford CTV advertising?
Yes. With CPMs between $15 and $35 and test budgets starting around $1,000, CTV is now within reach for smaller brands.
How is OpenAI adding ads to ChatGPT?
OpenAI began testing ads on February 9. It places them in a separate area below chats for logged-in free users and Go subscribers.
How does TikTok Shop’s Smart Promotion Program work?
The program promises 5x ROI. It boosts products with AI tools and pop-ups for sellers who keep a 3.5+ performance score.
Will AI ad disclosure rules slow down campaign execution?
They could. Brands must review creative more carefully and document AI use, especially when content could mislead consumers.
