"As the open web prepares to enter a critical new phase in 2026, one theme unites voices across the industry: quality will define success. The days of chasing scale for its own sake are fading, as publishers and advertisers alike shift their focus toward trusted environments, meaningful engagement, and sustainable value creation. ExchangeWire invited an expert panel of leaders from across publishing, technology, and media to share their predictions for the year ahead."
"From publishers refining direct integrations and adopting server-side monetisation, to advertisers investing in premium video and contextual intelligence, the open web is being rebuilt around clarity and control. With major legal and competitive shifts on the horizon, 2026 could prove a turning point: the open web is evolving from a descriptor into a differentiator... "Quality over quantity will shift to a core business requirement.""
The open web will shift from scale-driven strategies toward quality-driven ecosystems that emphasize trusted environments, meaningful engagement, and sustainable value creation. Publishers will pursue direct integrations and server-side monetisation to regain clarity and control. Advertisers will increase investment in premium video and contextual intelligence to reach relevant audiences. AI will amplify creativity and enable data-driven decision-making that supports more transparent, human experiences. Major legal and competitive changes could enable fairer competition and reshape monetisation. Quality over quantity will become a core business requirement, rewarding strong brands, exceptional user experiences, and relevance-based revenue models.
Read at Exchangewire
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