"Joseph: The big one is OpenAI and their long-gestating advertising plans. Will be interesting to see if they're too late on that, given that Google is set to launch their own play at some point this year. And unlike OpenAI, they have a playbook that is tried and tested - battle hardened. That will be the big thing."
"Jerde: To speak even more broadly - because it has ties in all of them - how AI is going to mature this year is going to be really critical to the success of publishers, to media agencies, of course, how OpenAI flirts with all of them through this will be really interesting to watch. But if the last two years was slow adoptio"
2026 is expected to clarify several unresolved 2025 media industry cliffhangers, including Netflix's planned acquisition of Warner Bros. Discovery's studio and streaming businesses and Paramount Skydance's rejection. The Omnicom-IPG merger's ripple effects will continue to play out across agencies and clients. Generative AI will have major influence on publishers, media agencies, and advertisers as platform advertising and monetization models evolve. OpenAI's advertising plans and Google's anticipated competitive response will shape how ads appear on AI platforms. Publisher AI monetization deals and agency holding-company models should become clearer over the year.
Read at Digiday
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