Amid rapid evolution in 2026, marketers can’t afford to sit still. Those who lean into restructuring measurement, embracing AI and solving fragmentation will lead. Those who wait will fall behind.
Below, we break down the four themes shaping the year ahead – analytics, media, AI and industry pressures – and the steps marketers can take now to stay ahead.
1. The New Analytics Playbook
In 2026, new approaches to analytics and measurement will start to reshape how brands understand and engage their audiences.
Forget the funnel, measurement can’t remain linear
Consumer behavior is now highly personal, non-linear and constantly changing. Shopping journeys vary dramatically by device, checkout behavior, number of touchpoints and micro-signals that don’t fit the traditional funnel model.
2026 will accelerate the shift away from linear frameworks and toward holistic path-to-purchase analytics. This means understanding questions such as:
- How do carts differ between desktop, apps and mobile web?
- Do guest checkouts convert at higher or lower value than logged-in users?
- How should predictive signals change the message shown to a shopper exposed to one ad versus six
Marketers drill down into more granular paths to purchase insights by implementing predictive methodologies into consumers buying signals. This will better inform their media buying to show the right message to the right user in the right environment.
The right-sized analytics stack
Marketers will begin exploring analytics alternatives that are more adaptable, actionable, and aligned with their budgets. In 2026, we expect a rapid rise in next-gen mid-market analytics solutions and greater use of the synergies between Google and Adobe’s analytics and cloud platforms. This reflects a larger shift as marketers move from adapting to rigid platforms to building modular analytics stacks. Platforms are ready to make measurement manageable again.
2. Unlocking Media Wins
There are more ways than ever for brands to win in the media. Success in 2026 will require new approaches and creativity.
Brands can win big with sports fans
With media rights fragmented across streaming platforms, sports fans are skipping multiple subscriptions, sharing login access with friends or watching in communal spaces instead. Brands can win big with sports fans by rethinking their playbook, leveraging out of home opportunities and curating sports inventory on a consolidated platform list. Live sports remain premium, so marketers must get more precise and more creative.
CTV will test agency maturity
CTV isn’t “emerging” anymore. As many brands now expect agencies to plan, buy and measure across fragmented ecosystems. Agencies that unify data across YouTube TV, direct publisher deals and DSPs will gain an edge – winning client trust and budgets.
The measurement gap is closing, but the learning curve is steep. The smartest teams are starting early, experimenting and building their muscle now.
Distraction is an opportunity
For the next generation of audiences, distraction is not an obstacle, but an advantage. Constant screen switching is now the norm, fueling a desire for interactive, shared experiences. Advertisers are expected to make advances in creativity, targeting and formats that lean into distraction instead of against it.
Amazon DSP’s Ascent
Amazon is positioned to take more DSP market share in 2026 thanks to a rapid platform evolution and aggressive market posture. Its push into the open web, agnostic inventory through new partnerships, and premium owned and operated properties and audio supply creates a compelling value proposition.
3. Smart AI Adoption
The industry is quickly making strides with AI tools which means that by next year, we’ll likely be able to tell the cream from the crop. Right now, there are a lot of half-baked tools, creating noise. 2026 will focus on identifying useful, fully built tools that can immediately increase ROI. Ultimately, AI agents are here to fast track redundant and tedious tasks, rather than replace human creativity or strategic thinking.
In a gold rush to maximize the potential of AI, it’s crucial that marketers
- Ensure a strong foundation for the future. Go back to the basics and ensure everything that is built is on a strong foundation of data.
- Don’t jump into AI’s push monetization too early. People don’t want every environment they go to for education and entertainment to be completely covered in ads. It can erode trust before it’s even built.
4. Navigating Business Pressures and Privacy
Breaking down internal tensions
In 2026, we expect increased demand for tools and consultants who can bridge technical and business needs across teams. Regardless of the company’s industry or annual spend, internal tensions and competition for tech resources exist. To truly do more with less, businesses need to consolidate and reimage the tech stack to transcend departments. This can benefit the organization's bottom line as tech will no longer be used as a pawn in internal politics and power struggles.
Navigating the privacy landscape
Consumers expect more personalization, but brands are increasingly less interested in touching the data required for personalized experiences due to privacy concerts. In 2026, five states will be enacting new data protection acts, including Kentucky, Indiana, Rhode Island, Delaware and Minnesota. Companies have the opportunity to step in and help marketers navigate the next phase of privacy laws to produce personalized experiences safely and legally.
2026 Favors the Proactive
The marketers who thrive in 2026 won’t be the ones who spend the most, but the ones who move with clarity, experiment early and build adaptable foundations. Whether it’s analytics, CTV, AI agents or changing DSP dynamics, the year ahead belongs to those who take action now.
Adswerve helps brands and agencies navigate this complexity with clarity, precision and hands-on expertise across analytics, media and cloud. Want to learn more? Let's talk!
