LONDON, December 8, 2025 — Integral Ad Science, a leading global media measurement and optimisation platform, today unveiled its 2026 Industry Pulse Report for the UK. The findings point to digital video, social platforms and mobile as central to next year’s media plans, with the industry addressing a sharp increase in AI-generated content and creator-led media, pointing to a complex media environment where innovation requires balance with a strong emphasis on brand protection and performance.

“Across the UK market, we’re seeing organisations build on the momentum of digital video and social, while also recognising that the whole media ecosystem is changing constantly and quickly,” said Csaba Szabo, MD EMEA at IAS. “Influencer and AI-driven content are creating new opportunities, but they’re also introducing uncertainty. This year’s Industry Pulse Report highlights that media quality and transparency remain central priorities. Notably within the report,  40% of UK publishers cite monitoring carbon emissions from programmatic advertising as their top issue for 2026, signalling the growing importance of sustainability as a key aspect of media quality.”

The industry’s view of AI is shaped by both optimism and caution
AI’s role in digital media expanded rapidly in 2025, and UK experts are looking to take advantage without undermining media quality. More than half (56%) of respondents say adjacency to AI-generated content will be a major challenge in 2026, and 40% see unsuitable AI content as one of the most serious threats to media quality. That concern is carried across channels: 

• 73% believe rising levels of AI-generated content on social platforms will need monitoring;
• 77% say advertisers will need the ability to identify, classify, target, and avoid potentially unsuitable AI-generated material across digital video as it becomes more prevalent;
• 77% warn that retail media networks will need stronger oversight. 

The demand for verification is strengthening as a result. 81% say third-party verification will be important for identifying and classifying AI-generated content within social feeds. In digital video, 78% believe external verification will play a central role in helping advertisers steer clear of deceptive AI formats, such as deepfakes. When asked which types of AI content they would avoid entirely, respondents pointed most often to material that contains inaccurate information or hallucinations (68%) and to content that creates a spam-like or cluttered user experience (63%).

Social and digital video remain the backbone of UK media plans
Digital video continues to attract strong investment, with 87% of media experts naming it a top priority ahead of display (81%) and audio (55%). Social platforms remain a dominant part of the strategy, cited as a priority by 82%, and mobile continues to lead as the most important media channel overall at 79%.

As these environments mature, suitability considerations are moving to the forefront. Influencer-driven content is playing a larger role in planning, and UK media professionals are responding accordingly. 

• 89% say the suitability of influencers and creators will be a key factor when advertising alongside digital video content;
• 79% say creator suitability will shape their advertising decisions on social platforms;
• 77% expect influencer marketing to become a more significant component of social strategies in 2026.

Expectations for measurement on social platforms are rising at the same pace. Most (85%) respondents regard both attention and viewability as important metrics for assessing performance.

Media quality holds its position as a foundation for performance
For advertisers and agencies, media quality remains a defining priority. Ad content adjacency dominates, cited by 78% of respondents. Ad fraud and made-for-advertising (MFA) content sit close behind at 50%, and 40% point to ongoing difficulties around measurement and outcomes. Within adjacency risks, AI-generated content stands out most clearly, with 56% saying these formats will demand the greatest attention. 

Publishers are feeling their own set of pressures. The top issue of significant focus for publishers  in 2026 (40%) is monitoring the carbon emissions linked to programmatic advertising, while 35% highlight poor viewability as a continuing challenge.

Retail media networks are also placing more weight on quality-driven indicators: 

• 84% say attention measurement will be important when assessing campaigns;
• 82% emphasise the contribution of viewability and brand suitability to performance;
• 78% underscore the need for creator suitability;
• 77% note the rising presence of AI content across retail environments. 

CTV reflects many of the same dynamics: 

• 84% say attention will be a key metric for judging CTV performance;
• 82% anticipate greater concern around brand safety as inventory expands;
• 76% expect an increase in ad fraud as the volume of ad-supported CTV environments grows.

Many respondents also point to the need for stronger platform solutions: 83% say cross-platform targeting and tracking will be critical for CTV campaigns next year, and 79% believe machine-learning will help ensure ads appear in suitable environments.

The IAS Industry Pulse Report highlights the key trends and emerging technologies expected to shape the UK advertising landscape in 2026. In partnership with YouGov, IAS surveyed 220 UK digital media professionals from advertisers, agencies, publishers, and platforms, all of whom use programmatic advertising. The research was conducted in October 2025. To download the full report, go to [HERE].