Media Experts in Australia Prioritise CTV, Retail Media, & Social Media Influence as AI Reshapes 2026 Strategies

""2026 will be a defining year for Australia's digital ecosystem," said Jessica Miles, country manager ANZ at IAS. "As AI accelerates the creation of content at unprecedented speed, brands are demanding sharper attention insights, stronger transparency, measurement, and optimisation that can keep pace with the complexity of emerging media. The next year will reward marketers who embrace innovation, and who invest not just in reach, but in the quality and integrity of every impression.""

"With more streaming platforms scaling, CTV has solidified its position as a priority environment for both performance and brand-building. CTV is accelerating, and it demands the same, if not higher, accountability standards as linear TV and digital video. What began as a commerce channel is now becoming a premium attention platform. Retail Media Networks sit firmly at the intersection of commerce, influence, and high-quality media and require transparent metrics to fulfil that promise."

Connected TV (CTV) has become a primary environment for both performance and brand-building, requiring accountability comparable to or exceeding linear TV and digital video. Consumers are migrating rapidly across CTV, social platforms, and retail media networks, prompting advertisers to prioritise measurement and transparency in programmatic campaigns to protect brand reputation and optimise performance. Retail media networks are evolving from commerce channels into full-funnel, quality-first ecosystems that blend commerce, influence, and premium media, creating demand for transparent metrics. Social platforms continue to dominate digital consumption while AI-generated content and transparency gaps raise advertiser concerns.

Read at Exchangewire