Share on LinkedIn
Share on XIndustry experts reveal what’s next for digital media in 2026
As we head into 2026, the digital media landscape is entering a defining new chapter. IAS partnered with YouGov to survey nearly 300 U.S. media experts across brands, agencies, publishers, and ad tech to uncover the opportunities and challenges that will shape the year ahead.
The 2026 Industry Pulse Report provides a first look at how advertisers and publishers are preparing for an era defined by AI, video-first consumer behavior, and a demand for quality.
Here’s a preview of what you’ll find inside:
Social and digital video are at the center of media evolution
Video continues to dominate attention — and investment.
- 88% of media experts cite digital video as a top priority, outranking display and audio.
- With creator-driven environments gaining momentum, 87% say brand safety and suitability of the influencer or creator is essential in digital video.
- And across social platforms, 82% agree creator suitability is equally important as adjacency risks rise.
Marketers are leaning into AI’s opportunities despite challenges
AI is transforming how media is created, delivered, and optimized.
- 61% of experts are excited about the rise of generative AI in digital media and the opportunities it unlocks for new, scalable ad environments.
- Yet 53% say adjacency to AI-generated content will be a top challenge in the coming year.
Media quality is a cornerstone of performance
As channels grow more complex, marketers are doubling down on the fundamentals.
- On social media, experts point to viewability (85%) and attention (77%) as essential metrics for evaluating real performance.
- And within the rapidly expanding retail media universe, 83% say measuring ad fraud, viewability, and suitability will be critical to driving outcomes.
