2026年行业脉搏报告（美国版）

THE 2026INDUSTRYPULSE REPORT December 2025 STUDY DESIGN AND OBJECTIVES THE 2026 INDUSTRY PULSE REPORT Integral Ad Science (IAS) partnered withYouGov to survey U.S. digital media expertsfrom both the buy- and sell-sides tounderstand their perspectives on mediachallenges lying ahead and opportunities theywill seek to harness in 2026. FIELD DATEOctober 2025 PARTICIPATIONN=290 U.S. digital mediaexperts who useprogrammaticadvertising In this annual report, we deep dive into thetrends, technologies, and solutions that willshape digital media and advertising in 2026,directly from top industry professionals. ■Advertisers (n=98)■Agencies (n=78)■Publishers and platforms(n=58)■Ad Tech (n=56) THE NEXTCHAPTER OFDIGITAL MEDIA ■88% of media expertscite digital video as a top priorityover display and audio SOCIAL ANDDIGITAL VIDEO AREAT THE CENTER OFMEDIA EVOLUTION ■87% say brand safety and suitabilityof the socialinfluencer/creator will be an important considerationwhen advertising adjacent to digital video content 2026 marks a turning point in digitaladvertising. As the boundariesbetween channels blur — and AIreshapes how content is created,consumed, and measured — industryexperts are redefining what qualitymeans in this new era. ■61% of media expertsexpress excitement with AIdevelopments in digital media and are looking forward toopportunities to advertise alongside AI generated content MARKETERS ARELEANING INTO AI’SOPPORTUNITIESDESPITECHALLENGES ■53% of media expertscite ad adjacency to contentgenerated by AI as a top media challenge in the coming year Here’s what media experts areanticipating in 2026 → MEDIA QUALITY ISA CORNERSTONEOF PERFORMANCE ■Among media quality metrics, experts citeviewability(85%) and attention (77%)as important media qualitymetrics to evaluate campaign performance on social media ■83% say that measuringad fraud, viewability, and brandsuitabilitywill be important in assessing and boostingcampaign performance in retail media networks TABLE OF CONTENTS THE RISE OFGENERATIVE AI SOCIALMEDIA TOP MEDIACHALLENGES ANDOPPORTUNITIES DIGITALVIDEO CONNECTEDTV RETAIL MEDIANETWORKS LOOKING AHEADTO 2026 01 TOP MEDIA CHALLENGESAND OPPORTUNITIES As digital media evolves, advertisers and publishers alike arerecognizing that marketing opportunities, like those on social mediaand digital video, come with complexity. The rise of generative AI,made-for-advertising (MFA) sites, and risks of ad adjacency tounsuitable content all threaten media quality. The industry’s challenge lies in balancing digital innovation withcontrol — ensuring every impression drives trust and performance. HERE’S WHAT THE EXPERTS THINK → TOP MEDIA PRIORITIES IN 2026 Media experts areprioritizing digital videoand display as topdigitalformatswhile digitalaudio lags behind Social media remains thetop prioritydigitalenvironmentamongmedia experts, followedby influencer marketing MEDIA TYPES FACING THE BIGGEST CHALLENGES TOP MEDIA CHALLENGESAND OPPORTUNITIES 36%DIGITAL DISPLAY 52%SOCIAL MEDIA 39%DIGITAL VIDEO 31%INFLUENCER MARKETING Digital video continues togrow in volume and becomeincreasingly interconnectedwith social media. Adjacenciesto AI generated content posepotential threats. Digital display continues toface challenges. Displayadvertising remainsvulnerable to fraud andmade-for-advertising (MFA)sites, as well as ad contentadjacencies. Brand safety and suitabilityconcerns with influencerand creator content arebecoming a uniquechallenge to the industry. Social media continues toface serious challenges,especially around ad contentadjacencies with potentiallyincreasing risky content onplatforms. TOP ANTICIPATED MEDIA CHALLENGESBY COMPANY TYPE Brands & Agencies Ad content adjacency■Deepfakes (32%)■AI generated content (31%)■Influencer/creator content (27%) Ads delivering alongsiderisky content 69% 39% Ad fraud andmade-for-advertising sites Providing scaled audienceextension; minimizing overhead 50% 39% Ability to assessmeasurement and outcomes 40% MEDIA TYPES WITH THE MOST POTENTIALFOR INNOVATION 02 THE RISE OFGENERATIVE AI Generative AI has shifted from experimentation toan essential tool, reshaping how advertisers andpublishers create, target, and optimize content. As we look to next year, generative AI’s potential tobring speed, personalization, and scale to campaignsundeniable — but its power also introduces new risks. HERE’S WHAT THE EXPERTS THINK → MEDIA EXPERTS GENERALLY FEEL POSITIVELY ABOUTADVERTISING NEAR GENERATIVE AI CONTENT WHAT THIS MEANSFOR MARKETERS Marketers can expect an expandingopportunity to advertise alongsideAI-generated content, as industry expertsincreasingly view these environments asviable and even exciting. Still, success willhinge on pairing this innovation with qualitycontrols to ensure AI-driven environmentsalign with brand values. NONETHELESS, MEDIA EXPERTS ARE APPROACHINGWITH CAUTION, AND ARE DISCERNING OFADJACENCIES TO UNSUITABLE GEN AI CONTENT W