Category: In the News

Gary Vaynerchuk built his empire selling to CMOs. Now he says CFOs get it faster.

For 15 years, VaynerMedia has been in the business of convincing marketing leaders to move budget, shift strategy and bet on platforms their organizations weren’t ready for. So it’s worth paying attention when he says, almost as an aside, that CFOs are now his most receptive room.

“By far the people that believe in what we’re doing are CFOs more than CMOs,” he said at the inaugural Modern Marketing Leaders Summit 2026 event his company hosted in London on Monday (Feb. 23). “It’s not even close. There’s literally no CFO meeting that I don’t have where, within the first 45 minutes, she or he’s like ‘OK, yes, this’.”

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Netflix’s ad business appears to have finally found a balance between market expectations and the reality of brand advertising needs. According to WARC, the streamer’s share of the global CTV ad market is set to more than double in size this year, rising from 3.7% at the end of 2025 to 9.2% by 2027.

That isn’t a coincidence. According to four media agency execs who spoke with Digiday, it’s the result of prices stabilizing, growing advertiser confidence in Netflix as an ad platform, an expanding slate of live sports programming and increased access for programmatic investments through partnerships like that struck last year with Amazon’s demand-side platform (DSP). 

Those factors are leading the streamer to increase its share of the already growing CTV market, noted David Dweck, president at media agency Go Fish. “We are seeing clients leaning in far more CTV,” he said.

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