{"id":10402,"date":"2026-01-27T01:30:56","date_gmt":"2026-01-27T06:30:56","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/01\/27\/6-predictions-for-2026-and-only-one-involves-ai-hype\/"},"modified":"2026-01-24T14:32:06","modified_gmt":"2026-01-24T19:32:06","slug":"6-predictions-for-2026-and-only-one-involves-ai-hype","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/6-predictions-for-2026-and-only-one-involves-ai-hype\/10402\/","title":{"rendered":"6 Predictions for 2026\u2014And Only One Involves AI Hype"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Rachel Gantz, Managing Director Proximic by Comscore<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">What a long, strange trip it&#8217;s been in the world of advertising. 2025 was a whirlwind year for our industry with significant M&#038;A activity, AI dominating every conversation, programmatic overtaking direct for CTV, audio having its moment, and contextual targeting emerging as the comeback story of the year.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So what will 2026 hold? We asked industry experts in <a href=\"https:\/\/www.proximic.com\/Insights\/Presentations-and-Whitepapers\/2026\/2026-State-of-Programmatic-Report\">Proximic by Comscore\u2019s annual State of Programmatic report<\/a> and distilled their answers into six key themes.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The &#8216;Eat Your Broccoli&#8217; Findings &#8211; <\/strong>Not exciting. Expected. But important nonetheless.<\/p>\n\n\n\n\n<ol class=\"wp-block-list\">\r\n \t<li><strong>The programmatic rocket ship is still on the up and up.<\/strong> 58% of marketers are increasing investment in programmatic. No surprises here; the engine keeps humming.<\/li>\r\n \t<li><strong>Linear is going to continue to lose ground<\/strong> in favor of growth formats. 45% of marketers said their increases in CTV investment are coming directly from linear budgets, significantly more than any other channel. Audio is following suit, with 21% redirecting linear dollars there. The writing&#8217;s been on the wall for a while; now it&#8217;s basically neon.<\/li>\r\n \t<li><strong>Contextual is still on the rise.<\/strong> 43% plan to increase investment in contextual targeting. And for privacy-regulated industries like health\/pharma, alcohol, and finance? Contextual ranked as the #1 targeting tactic, a full 12 points ahead of the next most popular approach. Turns out, when you can&#8217;t rely on identity, context becomes king.<\/li>\r\n<\/ol>\n<p class=\"wp-block-paragraph\"><strong>The &#8216;Things Just Got Interesting&#8217; Findings &#8211; <\/strong>Unexpected. Surprising. Fresh.<\/p>\n\n\n\n\n<ol class=\"wp-block-list\">\r\n \t<li><strong>Inventory quality matters and marketers still value pub-direct buys.<\/strong> In an era of infinite supply, quality is making a comeback. 94% of marketers think buying ads via curated marketplaces is important, and 81% see publisher-direct curated packages as an important part of their buying strategy. The primary driver? Ensuring buys land on high-quality inventory. The open exchange free-for-all? Increasingly less appealing.<\/li>\r\n \t<li><strong>Optimization is the buzzword of 2026.<\/strong> The days of static audiences are coming to an end. 82% of marketers said AI-powered optimization was important when evaluating programmatic partners. Set-it-and-forget-it is out; dynamic, always-on refinement is in.<\/li>\r\n \t<li><strong>Creatives don&#8217;t have to fret that AI is replacing them just yet.<\/strong> Only 4% of marketers planned to rely primarily on AI for creative generation. However, 30% plan to rely on it heavily for audience targeting, modeling, and campaign pacing and bid optimization. So while AI isn&#8217;t coming for the big ideas, it&#8217;s taking over the number-crunching. Creatives can exhale for now.<\/li>\r\n<\/ol>\n<p class=\"wp-block-paragraph\">The bottom line? 2026 looks like a year of maturation. The shiny-object syndrome is fading, replaced by a focus on what actually works: quality inventory, smarter optimization, and privacy-ready targeting strategies. Not exactly revolutionary, but sometimes evolution beats revolution.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Here&#8217;s to a less unhinged year ahead. Or at least a productively unhinged one.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The bottom line? 2026 looks like a year of maturation. The shiny-object syndrome is fading, replaced by a focus on what actually works.<\/p>\n","protected":false},"author":7,"featured_media":10403,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-10402","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>6 Predictions for 2026\u2014And Only One Involves AI Hype | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/6-predictions-for-2026-and-only-one-involves-ai-hype\/10402\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"6 Predictions for 2026\u2014And Only One Involves AI Hype\" \/>\n<meta property=\"og:description\" content=\"The bottom line? 2026 looks like a year of maturation. 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