The 2026 Media And Marketplace Trends Brands Can't Ignore

"Trying to keep up with the pace of change in media and e-commerce marketplaces can feel like you're running a marathon with no finish line. The moment you feel like you've caught your breath, the course changes, and you're off to the races once more. Understanding a single piece of the puzzle is great, but learning how media buying, connected TV, marketplaces and analytics fit together creates an incredibly powerful strategy."

"By the end of next year, I predict that AI won't only optimize your campaigns in the background; it will also serve as your copilot, analyzing billions of data points in real time to help you find your ideal customer at the right moment. One of the most intriguing developments is the potential for ad placements within AI-powered chatbots. As conversational AI becomes more common, brands may soon be able to integrate targeted ads directly into these interactions."

"First-Party Data Is More Precious Than Gold With all the talk of a reduction in third-party cookies in recent years, the value of your own first-party data has skyrocketed. In 2026, brands that have a robust strategy for collecting, organizing and activating this data will have a significant competitive edge. You'll be able to build a direct relationship with your customers and deliver personalized experiences that generic dat"

Media buying will shift from broad 'spray-and-pray' tactics to precision, agility, and real-time optimization. AI will act as a copilot, analyzing billions of data points to identify ideal customers and enable ad placements within conversational AI. Targeted ads inside chatbots will deliver personalized, contextually relevant offers and create new monetization streams. First-party data will become highly valuable; brands with strong strategies to collect, organize, and activate that data will gain competitive advantages and deliver direct, personalized customer experiences. Integrated strategies connecting media buying, connected TV, marketplaces, and analytics will be essential to adapt rapidly to changing media and e-commerce landscapes.

Read at Forbes