"In 2026, I believe the programmatic industry will focus on simplification and trust. We'll see a stronger push for transparent supply paths and real value for both publishers and advertisers, moving away from complexity and middle layers. CTV and Audio will continue to grow, but the real progress will come from better data usage and smarter automation that actually improves performance."
"I think that in 2026, real-time bidding (RTB) will revolve around connected TV (CTV), for brands looking for efficiency and scalability within a premium inventory and highly engaged audiences. I also expect advertisers and publishers to rely more on demand path optimisation (DPO) and supply path optimisation (SPO) to make transactions smoother and more efficient. Metrics like attention, inventory quality, and transparency will play a key role in guiding bidding decisions and ensuring campaigns deliver real results."
Programmatic media buying will emphasize simplification, trust, and transparent supply paths to deliver clear value to publishers and advertisers. Complexity and excessive middle layers will decline as platforms and publishers capture more value. Connected TV (CTV) and audio inventory will expand, with real-time bidding centering on CTV for premium scale and engagement. Demand-path and supply-path optimisation (DPO, SPO) will streamline transactions and improve efficiency. Metrics such as attention, inventory quality, and transparency will guide bidding decisions. New identity standards and next-generation AI will automate trafficking, QA, creative variants, negotiation, and optimisation, improving performance and favouring publishers and platforms.
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