Direct Digital Holdings has shared an update. The company highlighted insights from Chief Growth Officer Maria Vilchez Lowrey and VP of Marketing Calvin Scharffs featured in TVTech’s article “Ad Tech and CTV Experts Forecast 2026’s Biggest Trends.” Scharffs underscored a significant shift driven by artificial intelligence, which is expected to change how consumers navigate the open web and redirect more advertising spend toward connected TV (CTV) and commerce media. Vilchez projected that by 2026, ad budgets will increasingly concentrate in channels where performance is most measurable—social media, CTV, and search.
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For investors, these comments signal how Direct Digital Holdings is positioning itself within key growth segments of the digital advertising market. The company emphasizes its full-service technology marketing platform and the roles of its Orange 142 and Colossus SSP units in providing advanced ad tech, data-driven optimization, and performance-focused solutions. If industry spending continues to migrate toward CTV, commerce media, and measurable performance channels as forecast, Direct Digital Holdings could benefit from higher demand for its platform and services, potentially supporting revenue growth and strengthening its competitive position in ad tech. However, execution, competitive pressures, and the pace of AI-driven market change remain important variables for the company’s financial outlook.