2026年广告行业脉动报告（英文版）-.docxVIP

U.S.EDITION

U.S.EDITION

THE2026

INDUSTRY

PULSEREPORT

December2025

STUDYDESIGNANDOBJECTIVES

THE2026INDUSTRYPULSEREPORT

IntegralAdScience(IAS)

IntegralAdScience(IAS)partneredwith

YouGovtosurveyU.S.digitalmediaexpertsfromboththebuy-andsell-sidesto

understandtheirperspectivesonmedia

challengeslyingaheadandopportunitiestheywillseektoharnessin2026.

Inthisannualreport,wedeepdiveintothetrends,technologies,andsolutionsthatwillshapedigitalmediaandadvertisingin2026,directlyfromtopindustryprofessionals.

FIELDDATE

October2025

PARTICIPATION

N=290U.S.digitalmediaexpertswhouse

programmaticadvertising

.Advertisers(n=98)

.Agencies(n=78)

.Publishersandplatforms(n=58)

.AdTech(n=56)

THE2026INDUSTRYPULSEREPORT|2

THE2026INDUSTRYPULSEREPORT|3

THENEXTCHAPTEROF

THENEXT

CHAPTEROF

DIGITALMEDIA

2026marksaturningpointindigitaladvertising.Astheboundaries

betweenchannelsblur—andAI

reshapeshowcontentiscreated,

consumed,andmeasured—industryexpertsarerede?ningwhatqualitymeansinthisnewera.

Here’swhatmediaexpertsareanticipatingin2026→

THE2026INDUSTRYPULSEREPORT|4

TABLEOFCONTENTS

0l

TOPMEDIA

CHALLENGESANDOPPORTUNITIES

05

CONNECTEDTV

02

THERISEOF

GENERATIVEAI

06

RETAILMEDIANETWORKS

03

SOCIALMEDIA

07

LOOKINGAHEADTO2026

04

DIGITALVIDEO

08

ABOUTIAS

01

TOPMEDIACHALLENGESANDOPPORTUNITIES

Asdigitalmediaevolves,advertisersandpublishersalikeare

recognizingthatmarketingopportunities,likethoseonsocialmediaanddigitalvideo,comewithcomplexity.TheriseofgenerativeAI,made-for-advertising(MFA)sites,andrisksofadadjacencyto

unsuitablecontentallthreatenmediaquality.

Theindustry’schallengeliesinbalancingdigitalinnovationwith

control—ensuringeveryimpressiondrivestrustandperformance.

HERE’SWHATTHEEXPERTSTHINK→

THE2026INDUSTRYPULSEREPORT|5

TOPMEDIACHALLENGES