Horror stories of campaigns ultimately yielding significantly different-than-expected results are far too common, warns one TV agency analytics expert.

D2C marketers report planned spend on CTV averaging 10% of media budgets; want better brand-lift measurement capabilities.

In May, streaming's share hit its highest mark to date, at 31.9%, and also saw its largest month-to-month gain, reports Nielsen.

The recommendation is based on viewership and ad exposure data from more than 20,000 campaigns.

The $6.4 billion in projected upfront spend is on par with total, full-year CTV spend just three years ago.