2026年广告行业脉动报告_33页_2mb

2026 Industry Pulse Report Summary

Core Content Overview

This report, published by Integral Ad Science (IAS) in partnership with YouGov, provides insights from 290 U.S. digital media experts across various sectors including advertisers, agencies, publishers, and ad tech companies. It outlines the key challenges and opportunities in digital media and advertising for 2026, focusing on the role of AI, brand safety, and media quality across social media, digital video, connected TV (CTV), and retail media networks.

Main Trends and Opportunities

1. Digital Video as a Priority

• Digital video is cited as a top priority by 88% of media experts, surpassing display and audio formats.
• Brand safety and suitability of social influencer/creator content are critical when advertising adjacent to digital video content (87%).
• As digital video continues to grow, the importance of viewability and brand safety will remain central to campaign performance.

2. AI's Role in Media

• AI is viewed as an opportunity, with 61% of experts expressing excitement about advertising within AI-generated content.
• However, 53% of experts identify AI-generated content adjacency as a top media challenge.
• AI-generated content that contains inaccurate information or disrupts the user experience is the most concerning type (46%).
• 36% of experts are cautious about AI content and will take extra precautions before advertising within it.

3. Social Media and Influencer Marketing

• Social media remains the top digital environment for media experts, with influencer marketing growing 4x faster than the overall media industry.
• Brand safety and suitability of influencer content are essential (82%).
• The increasing presence of AI-generated content on social platforms raises concerns about transparency and measurement (83%).

4. Connected TV (CTV) Challenges

• CTV is a growing channel, but media quality concerns persist, especially around ad fraud and viewability.
• Third-party measurement and optimization are crucial for avoiding deepfakes and managing ad frequency overload.
• Cross-platform targeting and tracking will be necessary for effective CTV campaigns.

5. Retail Media Networks

• Retail media networks are becoming a key channel for advertisers, offering precise targeting but also introducing new challenges around measurement and brand suitability.
• 83% of experts agree that measuring ad fraud, viewability, and brand suitability is essential for boosting campaign performance.
• AI-generated and influencer content adjacency is a significant concern in retail media (81%).

Key Challenges for Marketers

• Ad Adjacency to Unsuitable Content: 53% of experts identify this as a top challenge, especially with AI and deepfake content.
• Brand Safety and Suitability: Critical in all formats, with 87% of experts emphasizing it for digital video and 82% for influencer content in retail media.
• Ad Fraud and Viewability: Concerns are rising, especially in CTV and digital video environments.
• Measurement and Transparency: Marketers need consistent metrics and third-party tools to ensure quality and performance across platforms.

Opportunities for Marketers

• AI-Driven Content: Opportunities to advertise within AI-generated content are expanding, but require quality controls.
• Influencer Marketing: Expected to grow significantly, offering new avenues for brand engagement.
• Programmatic Video: With the rise of social video platforms, programmatic video ad spend is set to increase.
• Retail Media Expansion: With growing investment, ensuring media quality through transparency and measurement will be vital.

Recommended Solutions

• Total Media Quality: A leading brand safety and suitability measurement solution for social and video platforms, using AI to analyze content at scale.
• Social Optimization: Customizable solutions for brand-safe content on social platforms, with real-time adjustments.
• Post-Bid CTV Video Filtering: Protects against invalid traffic, geo-targeting violations, and brand safety risks in CTV.
• CTV Fraud Pre-Bid: Helps advertisers avoid bad actors and bid on premium inventory.
• IAS Signal: Enables consistent measurement of media quality across retail and other platforms.

Conclusion

2026 marks a turning point in digital advertising, driven by the integration of AI and the evolving landscape of digital formats. Marketers must balance innovation with transparency and invest in robust media quality solutions to ensure brand safety, campaign effectiveness, and ROI. IAS is positioned to support this transition with advanced tools and a commitment to trust, safety, and transparency in digital media.