"First-party data and AI are sharing the first place among the most impactful trends of the year 2026. Prioritising responsible first-party data collection and usage is becoming a must for businesses to survive."
"Supply path optimisation is also gaining momentum, as both advertisers and media owners aim for greater transparency and efficiency. Measurement moves beyond clicks and impressions, with businesses increasingly analysing the true impact of their campaigns."
"Even though some challenges are still here, CTV advertising is showing rapid growth since marketers strive to reach their audiences across all possible screens."
First-party data and AI are the leading trends in ad tech for 2026, essential for competitive advantage. Responsible data collection is vital as third-party identifiers decline. AI influences various aspects of ad tech, including creative generation and media buying, while human oversight remains necessary. Supply path optimisation is increasing transparency and efficiency for advertisers. Measurement is evolving beyond clicks and impressions to assess campaign impact. CTV advertising is growing rapidly, despite existing challenges, as marketers aim to engage audiences across multiple screens.
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