At A Glance
-Experian’s 2026 State of advertising report shows that advertising trends in 2026 will be defined by how well organizations connect data, identity, and measurable outcomes. Leaders across the ecosystem point to five themes: AI that reshapes workflows, measurement that guides decisions earlier, identity and privacy as strategic inputs, channels aligning around outcomes, and identity connecting planning, activation, and measurement.What advertising trends does Experian’s 2026 State of advertising report highlight?
2026 State of advertising report
Experian’s 2026 State of advertising report shows that advertising trends in 2026 will be defined by how well organizations connect data, identity, and measurable outcomes. Our 2026 State of advertising report brings together perspectives from 14 leaders operating across key parts of the advertising ecosystem to show how these shifts are taking shape in practice.
Who’s featured in Experian’s 2026 State of advertising report?
Our 2026 State of advertising report includes perspectives from 14 leaders across the ecosystem covering a variety of topics including:
These perspectives reflect directional signals from leaders across the ecosystem. They are not exhaustive views of any one vertical. They are operational insights from teams navigating change in real time.
In addition to the written analysis, you can watch the full one-on-one Q&A conversations with each partner here.
What signals are shaping advertising trends in 2026?
Five signals are shaping advertising trends in 2026. Together, they explain why advertising trends in 2026 center on clarity, connection, and measurable outcomes. Across every conversation with our partners, five themes stand out:
Below, we spotlight three perspectives from our report.
Scott Bender’s perspective on AI-driven workflows
Scott Bender, Head of Publisher & Platform Partnerships at Newton Research, is a media and AdTech veteran who has led go to market and revenue teams across traditional media, retail media, consulting, andearly stagestartups, helping organizations translate data and product strategy into scalable commercial growth.
How is AI moving upstream into planning and measurement?
AI is changing how teams work before campaigns run. Teams apply AI to planning and measurement first, then scale into activation with clear rules and human oversight.
AI’s first impact is operational
Teams are applying AI to planning and measurement before activation. The early gains are showing up in analytics, forecasting, and workflow compression, especially in areas constrained by time and data science resources.
Automation works when humans define the rules
Repeatable, rules-based processes are where AI performs best today. Strategy, guardrails, and judgment remain human-led. AI scales execution without removing accountability.
The biggest barrier in AI is rethinking workflows
AI adoption slowswhen teams try tolayer automation onto legacy playbooks.Progress happens when workflows are redesigned for agentic execution,rather thanhuman-only processes.
“The workflows we’ve built for humans don’t always make sense for AI. Progress comes when teams redesign how work gets done, not when they simply add automation.”
Newton ResearchScott Bender, Head of Publisher & Platform Partnerships
If advertisers fix one thing in 2026
Focus on data context. Not perfect data, but a clear semantic layer that defines what data means and how it should beinterpreted andused.
Watch our agentic media panel at CES 2026
Greg “Arch” Archibald’s perspective on commerce media’s expansion
Greg “Arch” Archibald is VP, Global Ad Sales at PayPal. A sales leader fornearly 25years,Arch has worked at some of the largest AdTech companies in the world. Now with PayPal Ads, he is helping build the foundation upon which advertisers can use true intent-based signals to inform advertising campaigns.
How is commerce media expanding beyond retail?
Commerce media is extending into more ecosystems and more purchase moments. Commerce media is defined through transactions that show what people buy, not intent signals that imply what people might buy.
Commerce media is defined bytransactions,not intent
Commerce media is fundamentally powered by transactional data. Unlike retail media, which is often intent-led and vertically confined, commerce media spans horizontally across merchants, payment platforms, and ecosystems,providinga clearer view of the full consumer purchase journey.
Transactional data is the true differentiator
As basic targeting and inventory become commoditized, the ability to activate transactional signals at scale is what separates effective commerce media strategies. These signals help brands connect upper-funnel investment to conversion and prove measurable outcomes.
On-site validates performance,off-site drives reach
Effective commerce strategies balance both on-site and off-site, focusing less on where ads run and more on who is being reached based on real purchase behavior.
“Transactional data is a powerful signal that helps brands reach consumers more effectively and connect upper-funnel investment to measurable outcomes.”
PayPalGreg “Arch” Archibald, VP, Global Ad Sales
If advertisers fix one thing in 2026
Prioritize transactional signals over intent proxies to connect spend to outcomes.
Cristin Liberatore’s perspective on healthcare marketing
Cristin Liberatore, Sr. Director, Commercial Strategy for Pharma, IQVIA Digital, has over a decade of experience leading commercial and product strategy for data‑driven healthcare solutions, developing frameworks at IQVIA Digital that connect data, analytics, and omnichannel execution to drive meaningful business results.
How do identity and privacy work together in regulated markets like healthcare?
Healthcare marketing uses a dual approach that reflects distinct audiences and data environments. Teams succeed when they connect identity and privacy through governance that supports personalization and outcome measurement.
Healthcare requires two playbooks: HCP and consumer
On the healthcare professional (HCP) side, personalization benefits from deterministic identity and high-fidelity signals that enable “read, respond, act” marketing. On the consumer side, data is more disparate, making identity resolution and privacy-safe connection across data sets essential for relevant personalization.
Timeliness is the difference between insight and impact
Healthcare data varies widely in latency. The most effective marketing is powered bytimelysignals. Fresh signals influence whether brands respond in meaningful moments along diagnostic and treatment pathways.
Sustainable identity depends on governance
An identity spine paired with de-identification methodology and strong compliance frameworks allows exposure to connect to outcomes such as script lift, without compromising privacy.
“Across data, activation, and measurement, healthcare marketing works best when privacy and personalization are balanced, as that push pull is ubiquitous with consumer marketing in healthcare.”
IQVIA DigitalCristin Liberatore, Sr. Director, Commercial Strategy for Pharma
If advertisers fix one thing in 2026
Invest in a connected identity spine that balances timeliness, personalization, and privacy across the full care journey.
Watch our healthcare marketing panel at CES 2026
What do 2026 advertising trends mean for advertisers?
In 2026, success will be shaped by how well advertisers connect data, decisioning, and outcomes across an increasingly complex ecosystem. The leaders featured in this report consistently point to connection as the defining factor for progress.
The shifts advertisers must act on
- Audiences, not channels, define strategy. Planning anchored in identity and behavior scales more effectively across screens, platforms, and formats.
- Measurement moves upstream. Outcomes now inform optimization in real time, rather than serving a post-campaign validation.
- First-party data becomes infrastructure. Activation, data governance, and interoperability matter more than ownership alone.
- AI accelerates decisions, not accountability. Automation works best when paired with clear rules, transparency, and human oversight.
- Privacy is a growthlever.Consent-driven, privacy-first design enables durable performance at scale.
Advertisers that lead in 2026 will:
- Connect planning, activation, and measurement into a single operating framework
- Invest in data and identity foundations beforeexpanding intonew channels
- Work withpartners that reduce fragmentation, not add to it
To see how these signals play out across AI, commerce media, healthcare, and more, download our 2026 State of advertising report and watch the Q&A videos with our partners.
FAQs
A CMO should treat advertising trends in 2026 as a shift in how teams plan, activate, and measure, not a channel shift. Teams get stronger performance when they connect data, identity, and measurement into one decision loop that guides planning, activation, and optimization.
Measurement moves closer to the moment of decision when teams use outcomes to steer optimization in real time. That approach turns measurement into a planning input that shapes budget allocation, audience strategy, and creative decisions across the lifecycle of a campaign.
Experian helps marketers connect identity, data, and measurement so teams plan and activate with consistency across platforms. Experian’s data and identity foundation supports audience connection and privacy-forward activation, and Experian’s measurement approach links media exposure to outcomes for clearer decisioning.
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In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in adtech. Today’s interview is with Georgia Campbell, Head of Strategic Partnerships at Kontext. What types of audiences does Kontext provide, and what are some top use cases for these insights in marketing strategies? Kontext leverages its 1st-party, deterministic shopping data to generate real-time online audiences. What sets Kontext apart is our ability to see the entire consumer journey, from shopping interest to intent and purchases, at a SKU-level. This comprehensive visibility allows us to create purchase-based audiences across various consumer verticals, such as frequent online shoppers, consumers shopping for beauty, segments using Mastercard, or Black Friday enthusiasts. Our data engine, built on a foundation of approximately 100 million consumer profiles and over 10 billion full-funnel, real-time shopping events, enables the creation of precise audience segments. This real-time 1st-party shopper data is invaluable for partners aiming to understand and engage with consumers more effectively. Whether a brand wants to activate past shoppers in a specific category or reach new audiences with a propensity to buy, Kontext provides the insights needed to make informed decisions. Some examples of audience types include these (and hundreds more): In-Market Shoppers: Consumers showing high intent to purchase specific categories, like skincare or electronics, based on recent online behavior. Past Purchasers: Shoppers who have made verified purchases within specific time frames, such as beauty products in the last 18 months. Frequent Shoppers: High-frequency buyers identified through repeated purchasing behaviors. Seasonal Shoppers: Consumers active during key shopping seasons, like Black Friday, Mother’s Day, Valentine's Day, etc Premium Buyers: Shoppers who used a premium CC (eg. Amex) and a higher AOV (average order value) Beauty Buyers: an audience that has indicated intent to purchase beauty products (deterministic past purchasers also avail) By using Kontext data, brands can identify the right audiences across multiple verticals, such as retail, CPG, health & wellness, auto, business, energy & utility, financial, and travel. Additionally, our collaboration with Experian allows further refinement of these audiences through layered data from specialty categories like demographics, lifestyle & interests, mobile location, and TV viewing habits. How is Kontext’s data sourced, and what differentiates it from other data providers? Kontext’s data is unique because it is deterministic, 1st-party, and collected as transactions occur. We capture the entire path-to-purchase, down to the SKU-level product detail, across 100 million consumer profiles and more than 10 billion real-time shopping events. Our proprietary technology, embedded in widgets across our 5 million premium online destinations, tracks the full consumer journey—from reading an article of interest to clicking on our dynamic commerce modules, adding items to cart, and completing purchases. This real-time data collection ensures there is no lag between digital events and their connection to consumer profiles. Unlike other providers, we do not aggregate data from multiple platforms; instead, we focus on building our models and insights based on authentic online consumer behavior. Our data stands out due to its: Deterministic Nature: We capture 1st-party data as transactions occur (all in real time) Full-Funnel Coverage: We capture consumer journeys from awareness to purchase, providing a complete view of consumer behavior. Real-Time Insights: Our data engine processes events in real-time, enabling timely and relevant marketing actions. How does Kontext ensure the accuracy and reliability of its audience data? Kontext ensures accuracy and reliability through our unique technology and direct data sourcing. By not aggregating data from other platforms, we maintain control over the quality and integrity of our insights. Our continuous investment in refining our models around online consumer behavior further enhances the precision of our audience data. What types of brands or verticals might resonate the most with Kontext audiences for activation? Any brand looking to understand and activate online shopping behavior – informed by 1st-party transaction data – will resonate with Kontext audiences. Essentially, any vertical that benefits from understanding real-time shopping behaviors, such as retail, health & wellness, auto, and financial services, will find our data invaluable. We have particularly strong insights in beauty, hair care, health & wellness, and values-based online shopping habits, as well as the food & beverage space. Retail & Consumer Goods: Leveraging shopping behavior data for targeted campaigns. Health & Wellness: Identifying consumers with specific health and wellness interests. Automotive: Targeting potential buyers of electric vehicles or eco-friendly products. Financial Services: Engaging high-value shoppers with premium credit card usage. And many more How does Kontext’s data help advertisers navigate the challenges posed by the deprecation of third-party cookies? As third-party cookies become less reliable, Kontext’s 1st-party data becomes invaluable. Our deterministic data engine, which does not rely on cookies, offers: Direct Consumer Insights: Accurate and consented data directly from consumer interactions. Privacy Compliance: Our data collection methods are fully compliant with privacy regulations, ensuring secure usage. Cross-Device Coverage: We use verified digital identifiers, allowing seamless unification and targeting across multiple devices. What measures does Kontext take to maintain data privacy and compliance, and how does this benefit advertisers? Data privacy and compliance are fundamental to Kontext. We meet or exceed all privacy compliance and security standards, ensuring that our data sourcing and usage are transparent and comply with regulations (CCPA, CPRA, VCDPA, etc). Kontext prioritizes data privacy and compliance through: Consented Data Collection: All data is collected with explicit consumer consent. Robust Security Protocols: Data is encrypted and secured with industry-leading practices. Compliance with Regulations: We adhere to global privacy laws, including GDPR and CCPA. User Control: Consumers have the ability to opt-out and manage their data preferences. Can you share success stories / use-cases where advertisers significantly improved their campaigns using Kontext’s data? To give you a sense of how Kontext data can be applied, here are two use-cases: Beauty Brand Campaign: An agency hoping to activate an audience of beauty purchasers for a Major Beauty Brand could utilize Kontext's custom audience of high-value beauty product purchasers. By targeting those consumers who had bought similar products in the last 12 months and had an average cart size of over $50, the campaign would significantly increase performance and ROAS. Electric Vehicle Launch: For a major auto manufacturer’s EV launch, Kontext could be used to identify eco-friendly consumers who had not yet purchased an EV but had shown interest in sustainable products. This precise targeting could lead to higher engagement and conversion rates for the campaign. Thanks for the interview. Any recommendations for our readers if they want to learn more? For those interested in learning more about Kontext, reach out for a personalized consultation. Contact us About our expert Georgia Campbell, Head of Strategic Partnerships, Kontext In her current role as Head of Strategic Partnerships at Kontext, Georgia plays a pivotal role in shaping the company's strategic direction within the data space. With a deep-seated expertise in leveraging data to drive impact for companies, Georgia has been forging key partnerships that enhance the effectiveness and reach of Kontext's offerings. Georgia comes from a background in emerging technology, where she has been focused on cultivating partnerships and employing data-driven approaches to spearhead market expansion efforts. She started her career in finance, managing investments across equity, debt, and alternative assets at Brown Advisory. In this Q&A, Georgia shares her insights on Kontext's Onboarding partnership with Experian, offering perspective on how Kontext's unique insights can unlock new opportunities for advertisers and brands alike. Latest posts
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