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.
Latest posts
Tapad launches global privacy-safe solution to provide continuity in the absence of third-party cookies Switchboard, a module within The Tapad Graph, will connect emerging cookieless identifiers to traditional IDs, creating a more holistic view of the consumer and driving value exchange within the advertising ecosystem Tapad, part of Experian, a global leader in cross-device digital identity resolution, and a part of Experian, announced today the launch of Switchboard, a first-of-its-kind solution to help navigate the evolving cookieless landscape. Switchboard, a module within The Tapad Graph, will operate as a global, privacy-safe solution to provide continuity in the absence of third-party cookies by connecting new cookieless identifiers to traditional digital IDs for a comprehensive view of consumers and their digital touchpoints. Switchboard will enable interoperability across the growing number of these digital identifiers and the value exchange between publishers, content creators and consumers. Leading digital identity solutions partnering with Tapad, part of Experian at the launch of Switchboard include Unified ID 2.0, ID5, Lotame Panorama ID, BritePool, Retargetly IDx and Audigent Halo ID. Tapad, part of Experian plans to expand support to additional identity solutions on an ongoing basis. In addition to these identity solutions, early partners across the ecosystem include The Trade Desk, Amobee, Martin, ShareThis, Eyeota and Catalina. “This diverse group of launch partners and testing customers will prove that Switchboard is an important tenet for the future of identity resolution. We’re excited to be proactive in our approach to give marketers time to adapt new solutions and test their function in tandem with the third-party cookie, while continuing to give our customers flexibility and control,” said Mark Connon, General Manager of Tapad, part of Experian. “Facilitating access and usage of 1st party identifiers is crucial to help marketers prepare for the cookieless future. Thanks to Switchboard, ID5's cookieless IDs will be available to a wider audience of brands and agencies and enable them to run effective, data-driven campaigns beyond the third-party cookie,” said Mathieu Roche Co-founder & CEO of ID5. Switchboard provides value across the marketing and advertising ecosystem as the need for the ability to support multiple cookieless ID’s across ad tech increases throughout 2021. With a decade of expertise creating digital identity resolution products, Tapad, part of Experian is poised to solve this challenge through innovation and quality, privacy-safe data-driven solutions. “Interoperability is paramount for brand marketers, agencies, publishers and platforms if we want to support an open and free Internet and break free of the stranglehold of walled gardens,” said Pierre Diennet, Global Partnerships at Lotame. ”Lotame Panorama ID’s participation in Switchboard reflects our steadfast commitment to collaborating across and within the industry and providing value to all of its players.” “As advertisers continue to contemplate the future of identity, Amobee is proud to partner with Tapad, part of Experian on this next-generation solution to provide a comprehensive view of consumers,” says Bryan Everett, Senior Vice President of Global Business Development at Amobee. “With the imminent loss of cookies, advertisers must think creatively in order to respectfully engage consumers in a privacy-compliant way and Switchboard can play an important role in addressing their respective identity needs.” Tapad, part of Experian is welcoming identity solutions and Tapad Graph customer participation in Switchboard throughout 2021. Stayed tuned for more updates and information on Switchboard in the coming months. Get in touch
Adapt with Tapad, a part of Experian Leading browsers have made public announcements and technical deployments to reduce the digital advertising accessibility of third-party cookies for data collection, storage, and sharing due to growing privacy concerns. As a result, there has been growing momentum to find an alternative via cookieless IDs, with the intent to create a replacement that helps ensure continuity across the ecosystem. At Tapad we’ve chosen to approach the market with a solution that provides agnostic interoperability for these cookieless identifiers, so that marketers can continue to work with the identity providers of their choice while maintaining the most holistic view of consumers across digital touchpoints. Introducing switchboard Switchboard is a module within The Tapad Graph that leverages our core capabilities across machine learning and identity management to provide a connection between traditional digital identifiers and the new wave of cookieless IDs that will be utilized in the future. Customers of Tapad can take advantage of its broad ecosystem of identifiers to drive targeting and frequency capping strategies and enable detailed measurement and attribution post-deprecation of the third-party cookie. Our goal is to accelerate the adoption, scale, and utility of cookieless IDs with the release of the Switchboard module within The Tapad Graph, while maintaining an agnostic approach to the market. Switchboard for identity solutions In the evolving landscape agencies and marketers will need to invest, test, and analyze the best combination of cookieless ID partners to meet their objectives. The Switchboard module will increase the utility and value of the cookieless ID space in conjunction with other addressable IDs, by providing a layer of connectivity that will be natively missing with the deprecation of third-party cookies. Identity solutions at launch: Switchboard for graph customers For existing Tapad customers who leverage the Switchboard module in The Tapad Graph, it will provide a seamless way to facilitate interoperability while resolving identity back to a Household or Individual. By providing this translation layer, Tapad will take on the responsibility of encryption and decryption protocols where applicable, which will deliver added functionality to our customers. Tapad + Experian partners at launch: Use cases Resolve existing first-party data with new cookieless solutions through The Tapad Graph to minimize data loss Frequency cap at the Individual and Household level via Cookieless and traditional ID Reach consumers at scale across all touchpoints and IDs Build a more inclusive and holistic view of the consumer journey Run accurate and scalable measurement before and after the formal deprecation of third-party cookies in Chrome Map online data into offline activities Hear why industry leaders are adapting with Tapad + Experian As advertisers continue to contemplate the future of identity, Amobee is proud to partner with Tapad, a part of Experian, on this next-generation solution to provide a comprehensive view of consumers. With the imminent loss of cookies, advertisers must think creatively in order to respectfully engage consumers in a privacy-compliant way and Switchboard can play an important role in addressing their respective identity needs. — Bryan Everett | Senior Vice President of Global Business Development | Amobee Connecting offline and online shopper activity in a privacy-compliant way is fundamental to marketing effectiveness and determining return on ad-spend. That’s why we’re excited to be a launch partner for Tapad + Experian's Switchboard offering; it provides a unified solution for supporting the variety of proprietary and anonymous user ID standards required by advertising demand-side platforms today. — Brian Dunphy | SVP Digital Business and Strategic Partnerships | Catalina As the industry evolves, Tapad + Experian's Switchboard presents a privacy-safe solution that allows for the continued activation of data and an alternative to advertising within walled garden environments. We look forward to collaborating with Tapad and the industry as we collectively transition to support cookieless identity. — Don Lee |SVP of Global Platform Partnerships | Eyeota We are excited to participate in this proactive solution to the sunset of third-party cookies. Switchboard’s agnostic interoperability, with BritePool and other ID providers, will create high-value for marketers as they transition to the era of cookieless web advertising. — David J. Moore | CEO | BritePool Interoperability is paramount for brand marketers, agencies, publishers and platforms if we want to support an open and free Internet and break free of the stranglehold of walled gardens. Lotame Panorama ID’s participation in Switchboard reflects our steadfast commitment to collaborating across and within the industry and providing value to all of its players. — Pierre Diennet | Global Partnerships | Lotame At this pivotal moment in the industry, we are excited to be partnering with Tapad, a part of Experian on their cookieless initiative and making Retargetly IDx available into the Switchboard solution, providing global brands, platforms and publishers with a compliant, cookieless ID solution for the Latin American market; enabling them to target, reach and measure users at scale through the region. — Daniel Czaplinski | CEO and Co-Founder | Retargetly With Audigent’s Halo ID, we’re architecting a cookieless future where clients and partners have confidence in the actionability and interoperability of exclusive 1st party audiences, originated from some of the world’s leading publishers and creators. We see collaboration as being critical to a collective understanding of identity and Tapad, a part of Experian as a trusted partner with solutions such as Switchboard to support continuity for marketers’ addressability. — Drew Stein | CEO and Founder | Audigent Facilitating access and usage of 1st party identifiers is crucial to help marketers prepare for the cookieless future. Thanks to Switchboard, ID5’s cookie-less IDs will be available to a wider audience of brands and agencies and enable them to run effective, data-driven campaigns beyond the third-party cookie. — Mathieu Roche | CEO and Co-Founder | ID5 Addressing the current identity challenge requires transparency and collaboration. We are pleased to align ShareThis data with Tapad + Experian’s growing ecosystem. ShareThis data helps marketers evolve beyond the cookie to complete the picture. Tapad + Experian’s Switchboard offering will support ShareThis’s deep connections to clients and technology platforms, preserving and growing the accessibility of our data. — Michael Gorman | SVP Product and Business Development | ShareThis Get in touch
With the emergence of email addresses as a currency for brands to communicate with their consumers offline; attaching email data to in-store purchases lays the groundwork for future advertising strategies. However, this advantage in having an additional digital touchpoint also creates a new challenge for marketers. How do they connect what they know about their customers via offline data and PII, or personally identifiable information, with what they want to know about their online behaviors and interactions? Taken a step further, how can they create actionable strategies that connect these two streams of consumer insights in order to drive them to make more future purchases; and even become loyalists? At a time when the shift from traditional to online shopping feels more like a landslide; connecting online and offline data has never been more valuable or more urgent. The solution for these marketers lies in the framework of identity resolution; and a key capability called hashed email onboarding. Hashed email onboarding is a privacy-safe way to connect consumer email addresses to their related digital devices and other digital identifiers. The methodology prevents the consumers actual email address from being readable; while still providing marketers a connection between those emails and other touchpoints for an individual. Instead of understanding the customer journey in two distinct parts; how they interact with a brand or company offline and separately how they interact with a brand online; hashed email onboarding allows for the two parts to be woven together in a holistic view of that consumer. The power of connecting these data sets can be seen when combining offline and online attribution and measurement to improve frequency capping and look-alike modeling. It’s important to note that not all identity resolution vendors that onboard hashed emails function in the same way or provide the same level of data. Some connect only to desktop or only to mobile devices; while others don’t actually make direct linkages at all- they simply provide the hashed emails as a targetable digital audience for upload. While hashed email onboarding and the connection between offline and online data is a powerful strategy; it needs to be as structured as possible across the most data available to reveal truly efficient targeting and measurement strategies. Tapad, a part of Experian has built a hashed email product feature that works with the existing flexibility of The Tapad Graph to deliver the most holistic consumer view in the structure that works best for your business objectives. Get in touch