{"id":344495,"date":"2025-12-08T13:00:00","date_gmt":"2025-12-08T13:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/the-2026-industry-pulse-report\/"},"modified":"2026-04-27T12:50:25","modified_gmt":"2026-04-27T12:50:25","slug":"the-2026-industry-pulse-report","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/the-2026-industry-pulse-report\/","title":{"rendered":"The 2026 Industry Pulse Report &#8211; US Edition"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"344495\" class=\"elementor elementor-344495 elementor-344376\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-e36de9b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"38181\" data-id=\"e36de9b\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0058029\" data-eae-slider=\"49059\" data-id=\"0058029\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-99b1776 elementor-widget elementor-widget-heading\" data-id=\"99b1776\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Industry experts reveal what\u2019s next for digital media in 2026<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-f5af53e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"58764\" data-id=\"f5af53e\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-bd53f02\" data-eae-slider=\"98950\" data-id=\"bd53f02\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-002a218 elementor-widget elementor-widget-text-editor\" data-id=\"002a218\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">As we head into 2026, the digital media landscape is entering a defining new chapter. IAS partnered with <\/span><span style=\"text-decoration: underline;\"><a href=\"https:\/\/today.yougov.com\/\"><span style=\"font-weight: 400;\">YouGov<\/span><\/a><\/span><span style=\"font-weight: 400;\"> 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.<\/span><\/p><p><span style=\"font-weight: 400;\">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.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-22102ff elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"21272\" data-id=\"22102ff\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5176b50\" data-eae-slider=\"22493\" data-id=\"5176b50\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4f1941d elementor-widget elementor-widget-heading\" data-id=\"4f1941d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Here\u2019s a preview of what you\u2019ll find inside:\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-5f248b1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"1000\" data-id=\"5f248b1\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a675a90\" data-eae-slider=\"74984\" data-id=\"a675a90\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9136b50 elementor-widget elementor-widget-heading\" data-id=\"9136b50\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">Social and digital video are at the center of media evolution\n<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-3549e4a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"72509\" data-id=\"3549e4a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-cf4727c\" data-eae-slider=\"74723\" data-id=\"cf4727c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ed02e92 elementor-widget elementor-widget-text-editor\" data-id=\"ed02e92\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Video continues to dominate attention \u2014 and investment.<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">88% of media experts cite digital video as a top priority, outranking display and audio.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">With creator-driven environments gaining momentum, 87% say brand safety and suitability of the influencer or creator is essential in digital video.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">And across social platforms, 82% agree creator suitability is equally important as adjacency risks rise.<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-c5e669a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"55587\" data-id=\"c5e669a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-bc6b850\" data-eae-slider=\"32884\" data-id=\"bc6b850\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e2edebe elementor-widget elementor-widget-heading\" data-id=\"e2edebe\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">Marketers are leaning into AI\u2019s opportunities despite challenges\n<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-2274c86 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"71465\" data-id=\"2274c86\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7d980c7\" data-eae-slider=\"81778\" data-id=\"7d980c7\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2262d49 elementor-widget elementor-widget-text-editor\" data-id=\"2262d49\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">AI is transforming how media is created, delivered, and optimized.<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">61% of experts are excited about the rise of generative AI in digital media and the opportunities it unlocks for new, scalable ad environments.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Yet 53% say adjacency to AI-generated content will be a top challenge in the coming year.<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-8912596 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"95001\" data-id=\"8912596\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8097f43\" data-eae-slider=\"75395\" data-id=\"8097f43\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5eb4b78 elementor-widget elementor-widget-heading\" data-id=\"5eb4b78\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">Media quality is a cornerstone of performance\n<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-4f39504 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"75021\" data-id=\"4f39504\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b0a80f1\" data-eae-slider=\"28029\" data-id=\"b0a80f1\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3ca8413 elementor-widget elementor-widget-text-editor\" data-id=\"3ca8413\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">As channels grow more complex, marketers are doubling down on the fundamentals.<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">On social media, experts point to viewability (85%) and attention (77%) as essential metrics for evaluating real performance.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">And within the rapidly expanding retail media universe, 83% say measuring ad fraud, viewability, and suitability will be critical to driving outcomes.<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-f05134c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"60097\" data-id=\"f05134c\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c2d045c\" data-eae-slider=\"49644\" data-id=\"c2d045c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6617cc4 elementor-widget elementor-widget-heading\" data-id=\"6617cc4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">Download the full report to access more insights and expert perspectives.\n<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4cb52f4 dark-green-buttton elementor-align-center elementor-widget elementor-widget-button\" data-id=\"4cb52f4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-lg\" href=\"#elementor-action%3Aaction%3Dpopup%3Aopen%26settings%3DeyJpZCI6MjkyNjM3LCJ0b2dnbGUiOmZhbHNlfQ%3D%3D\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">DOWNLOAD<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>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.<\/p>\n","protected":false},"author":59,"featured_media":344378,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[222,223,214,311,303,766,312,786,768,306],"tags":[],"class_list":["post-344495","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-fraud-apac","category-brand-safety-suitability-apac","category-contextual-targeting-apac","category-ctv-video-apac-2","category-featured-apac-2","category-programmatic-apac-2","category-proprietary-platforms-apac-2","category-publisher-apac-2","category-research-apac-2","category-viewability-apac-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The 2026 Industry Pulse Report - US Edition - Integral Ad Science<\/title>\n<meta name=\"description\" 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content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/the-2026-industry-pulse-report\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/the-2026-industry-pulse-report\\\/\"},\"author\":{\"name\":\"IAS Team\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbb1eb8d41477c4193f06c013629e755\"},\"headline\":\"The 2026 Industry Pulse Report &#8211; US 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