Tag: Tech

By Julie Selman, SVP Head of EMEA, Magnite For years, the programmatic industry has relied on automation to help buyers and sellers transact more efficiently and at greater scale. However, as the ecosystem matures, the realities of signal loss, supply chain complexity, and rising performance expectations have prompted the industry to take a closer look at how programmatic buying delivers…

By Arthur Larrey, CEO at Audion Even though podcast advertising has become one of the most deeply embedded media behaviors in the U.S., it’s still often evaluated as a niche awareness channel rather than a core performance environment. But that disconnect is becoming increasingly difficult to justify. By some estimates, 58% of Americans are now monthly podcast consumers, spending 773…

With many concerned about job losses due to AI, AR technology has the potential to create new jobs to support the development of AR marketing experiences.

The move toward agentic systems will not happen all at once, but many of its components are already in place.

By Sarah Potemkin, Canvas Worldwide, SVP- Managing Director-Performance Media In the mid-1970s, Kodak invented the first digital camera. Decades later, it had already invested in the future—acquiring Ofoto and launching products like the Kodak EasyShare One. And yet, Kodak chose to protect the high margins of its film business rather than fully commit to digital. This wasn’t a failure of…

Martech buying needs to get back to the fundamentals of what a market is supposed to do: connect serious buyers with qualified vendors.

Programmatic has become more powerful, but also harder to manage. For many teams, the challenge isn’t access to tools. It’s understanding what’s working, where spend is going, and how to act on it quickly.

The organisations that will thrive in the next phase of data-driven marketing are not necessarily those with the biggest datasets, but those with the most collaborative and privacy-focused approach to using and connecting them.

We can build a web where creating genuine value for users is the most direct path to sustainable revenue. We know what that looks like.

By pairing a flexible mindset with thoughtful, incremental adoption of technology, marketers can move beyond rigid strategies and truly ride the waves of modern consumer behavior.

By moving away from black-box buying and using intelligent, transparent AI to embed Relevance into every impression, advertisers can finally escape the race to the bottom.

In this environment, success will come down to making smarter decisions: where to invest, where to show up, and how to find real users in a fragmented landscape.

Automotive media isn’t becoming more effective by adding more channels. It’s becoming more effective by becoming more aligned and eliminating silos.

Integration should simplify the stack, not add to it. The goal is fewer systems, fewer dashboards, and fewer reconciliations—without sacrificing visibility or control.

This is what it would look like for pharma marketing to truly catch up to the rest of digital, not in theory, but in practice.

In the here and now, the challenges and opportunities around interoperability will continue to shape open web advertising’s supply chain and the priorities of those who operate within it.

The infrastructure for performance-driven programmatic is already here. The question for 2026 isn’t whether performance partnerships will redefine the ecosystem; it’s who will lead the shift and who will be left behind.

The consolidation theme is about finding trusted vendors with the expertise to build lasting, cost-efficient solutions that withstand scrutiny and deliver results in the current media outlook.

Audio is everywhere, yet too many advertisers are still treating it as background noise. That’s a missed opportunity.

In this collection of perspectives from agency and consultancy leaders, a clear throughline emerges: the businesses that win in 2026 will be those that use technology to amplify — not replace — human insight, creativity and leadership.