2026年媒体行业脉搏报告（美国版）

December 2025 STUDY DESIGN AND OBJECTIVES THE 2026 INDUSTRY PULSE REPORT Integral Ad Science (IAS) partnered with FIELD DATEOctober 2025 YouGov 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. PARTICIPATIONN=290 U.S. digital mediaexperts who use In this annual report, we deep dive into thetrends, technologies, and solutions that willshape digital media and advertising in 2026, ■Advertisers (n=98)■Agencies (n=78)■Publishers and platforms(n=58) THE NEXTCHAPTER OF SOCIAL ANDDIGITAL VIDEO ARE ■87% say brand safety and suitabilityof the socialinfluencer/creator will be an important consideration 2026 marks a turning point in digitaladvertising. As the boundariesbetween channels blur — and AIreshapes how content is created,consumed, and measured — industry ■61% of media expertsexpress excitement with AIdevelopments in digital media and are looking forward to MARKETERS ARELEANING INTO AI’SOPPORTUNITIES ■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 → ■Among media quality metrics, experts citeviewability(85%) and attention (77%)as important media quality MEDIA QUALITY ISA CORNERSTONE ■83% say that measuringad fraud, viewability, and brandsuitabilitywill be important in assessing and boosting TABLE OF CONTENTS 02THE RISE OF TOP MEDIACHALLENGES AND 01 TOP MEDIA CHALLENGES 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, 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 topdigital Social media remains thetop prioritydigitalenvironmentamong MEDIA TYPES FACING THE BIGGEST CHALLENGES DIGITAL VIDEO INFLUENCER MARKETING Brand safety and suitabilityconcerns with influencerand creator content are Digital video continues togrow in volume and becomeincreasingly interconnectedwith social media. Adjacencies Digital display continues toface challenges. Displayadvertising remainsvulnerable to fraud and Social media continues toface serious challenges,especially around ad contentadjacencies with potentially TOP ANTICIPATED MEDIA CHALLENGESBY COMPANY TYPE MEDIA TYPES WITH THE MOST POTENTIAL THE RISE OFGENERATIVE AI02 Generative AI has shifted from experimentation toan essential tool, reshaping how advertisers and As we look to next year, generative AI’s potential tobring speed, personalization, and scale to campaigns 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 will NONETHELESS, MEDIA EXPERTS ARE APPROACHINGWITH CAUTION, AND ARE DISCERNING OF WHAT THIS MEANSFOR MARKETERS 46% 36% 53% Despite growing enthusiasm for AI, the riseof unsuitable or unverified AI-generatedcontent increases reputational risk, makingbrand safety and suitability more essentialthan ever. Adopting a clear suitability of media experts arecautious aboutadvertising within AIgenerated content andwill take extra of media experts citethat increasing levels ofAI generated contentnot suitable for brandsand ad adjacency to this of media experts cite adadjacency to contentgenerated by AI as a topmedia challenge in the GEN AI CONTENT THAT CONTAINS INACCURATEINFORMATION OR PROVIDES A CLUTTERED USER EXPERIENCE RANKS HIGHEST AMONG CONTENT WHAT THIS MEANSFOR MARKETERS Not all AI-generated content is createdequal, and marketers will need to distinguishbetween high- and low-quality Prioritizing AI classification tools and robustavoidance strategies will help ensure brandsmaintain trust while still benefiting from CONTEXT CONTROL AVOIDANCE TAKE ACTION Avoid content you deem risky orunsuitable with IAS’s ContextControl Avoidance solution, whichleverages our industry-leading MADE-FOR-ADVERTISINGAND AD CLUTTER AVOIDANCE Avoid all MFA and ad clutter sites as identified by IAS'sAI-driven MFA site classification technology. Our MFA measurement and optimization model supportsthe ANA's definition of MFA and has been trained againstJounce Media’s widely adopted list of MFA domains, 03 SOCIAL MEDIA Social media remains at the heart of digital media,fueling cultural conversations and shaping consumerdecisions. It’s also one of the most innovative digital In 2026, advertisers are scrutinizing the environmentswhere their messages appear, seeking brand-saf