2026年广告行业脉动报告（英文版）-.pptxVIP

THE2026INDUSTRYPULSEREPORTDecember2025U.S.EDITION

IntegralAdScience(IAS)partneredwithYouGovtosurveyU.S.digitalmediaexpertsfromboththebuy-andsell-sidestounderstandtheirperspectivesonmediachallengeslyingaheadandopportunitiestheywillseektoharnessin2026.Inthisannualreport,wedeepdiveintothetrends,technologies,andsolutionsthatwillshapedigitalmediaandadvertisingin2026,directlyfromtopindustryprofessionals.FIELDDATEOctober2025PARTICIPATIONN=290U.S.digitalmediaexpertswhouseprogrammaticadvertising.Advertisers(n=98).Agencies(n=78).Publishersandplatforms(n=58).AdTech(n=56)STUDYDESIGNANDOBJECTIVESTHE2026INDUSTRYPULSEREPORTTHE2026INDUSTRYPULSEREPORT|2

.Amongmediaqualitymetrics,expertsciteviewability(85%)andattention(77%)asimportantmediaqualitymetricstoevaluatecampaignperformanceonsocialmediaOFPERFORMANCE.83%saythatmeasuringadfraud,viewability,andbrandsuitabilitywillbeimportantinassessingandboostingcampaignperformanceinretailmedianetworksTHENEXTCHAPTEROFDIGITALMEDIA2026marksaturningpointindigitaladvertising.Astheboundariesbetweenchannelsblur—andAIreshapeshowcontentiscreated,consumed,andmeasured—industryexpertsarerede?ningwhatqualitymeansinthisnewera.Here’swhatmediaexpertsareanticipatingin2026→.61%ofmediaexpertsexpressexcitementwithAIdevelopmentsindigitalmediaandarelookingforwardtoopportunitiestoadvertisealongsideAIgeneratedcontent.53%ofmediaexpertsciteadadjacencytocontentgeneratedbyAIasatopmediachallengeinthecomingyear.88%ofmediaexpertscitedigitalvideoasatoppriorityoverdisplayandaudio.87%saybrandsafetyandsuitabilityofthesocialin?uencer/creatorwillbeanimportantconsiderationwhenadvertisingadjacenttodigitalvideocontentMARKETERSARELEANINGINTOAI’SOPPORTUNIT