At A Glance
Marketing in 2026 will hinge on connection: between AI and data accuracy, commerce media and category expansion, and curation and programmatic efficiency. These shifts mark marketing’s “6–7 moment,” when once-fragmented parts finally snap together. Experian’s 2026 Digital trends and predictions report outlines the forces shaping this more unified era.Remember when “6-7” was all over your feed and no one really knew why, but somehow everyone got it? In 2025, the internet proved that connection doesn’t always make sense — at least not at first. The “6-7” meme was random, ridiculous, and everywhere. It spread because it felt connected; an inside joke everyone could share.
Marketing in 2026 will have its own 6-7 moment. Experian’s 2026 Digital trends and predictions report explores how 2026 will be defined by connection: between activation and measurement, data and AI, platforms and outcomes. After years of fragmentation, the industry is finally unifying around shared foundations: data accuracy, identity resilience, and measurable performance.
Here are three connections to watch for in 2026.
1. AI is only as good as its data foundation
AI’s performance depends on the quality, recency, and integrity of its inputs. In 2026, marketers will recognize that the differentiator is not the algorithm itself but the data that informs it. As AI becomes embedded into workflows (from audience discovery to media optimization) accurate identity and privacy-safe data become essential.
Why it matters
Good data fuels responsible automation, predictive insight, and personalization that feels human. Without it, even the most advanced models will simply automate bad decisions faster.
What actions should marketers take to strengthen their data foundation?
To make AI adaptive, ethical, and aligned with real-world context, marketers need to strengthen the data foundation beneath it. In 2026, that means taking four core actions:
1. Prioritize accuracy
Verify data and anchor it in real human identity, rather than inferred or fragmented signals.
2. Keep data fresh
Ensure inputs stay current through continuous updates that reflect real-time consumer behavior and conditions.
3. Maintain consent standards
Source data responsibly and stay compliant with privacy regulations emerging across 20+ U.S. states.
4. Enable interoperability
Connect data securely across platforms through a signal-agnostic identity framework that supports consistency and scale.
When these elements come together, AI becomes more than just automation: it becomes adaptive, ethical, and responsive to real-world context.
2. Commerce media expands beyond retail
Commerce media is no longer just a retail play. What began as retailers monetizing their data and media has evolved into a multi-sector movement uniting data, media, and transaction insights. Auto, travel, CPG, and even financial brands are launching their own media networks or partnering with existing ones to close the loop between exposure and conversion.
More than half (58%) of advertisers are interested in advertising on non-retail media networks.
eMarketer
Why it matters
In 2026, commerce media becomes a strategy for any brand with first-party data, measurable outcomes, and the need for closed-loop insight.
What should marketers do with this expansion?
Activate beyond owned channels
Extend audiences beyond owned inventory into addressable connected TV (CTV) and open-web environments where identity links every impression to real outcomes.
Make identity the growth engine
Privacy-first identity resolution increases data addressability and keeps media measurable across every channel.
Collaborate for scale and consistency
Partner with providers that deliver transparency, interoperability, and shared measurement – not just data volume.
3. Curation becomes the programmatic standard
Curation is reshaping programmatic advertising into something more focused, efficient, and accountable. In an era shaped by privacy regulation and signal loss, curation brings identity, quality, and control together, allowing marketers to target confidently across CTV, audio, and the open web.
More than 66% of open-exchange ad spend (over $100 billion annually) now runs through curated private marketplaces (PMPs).
eMarketer
Why it matters
Curation aligns with the industry’s need foraccurateidentity, transparent supply, and stable outcomes, especially as traditional signals fluctuate.
How can marketers use curation more effectively?
Utilize supply-side innovation
Use supply-side platform (SSP) curation tools from partners like Index Exchange and Magnite to optimize in real time and keep your supply paths transparent.
Adopt curated marketplaces
Work with agency-built marketplaces from groups like GroupM and Butler/Till to control data costs, maintain transparency, and improve performance.
Activate with Experian Curated Deals
Tap high-performing audience segments, including PurpleLab’s HIPAA-compliant health audiences, through curated PMPs in leading demand-side platforms (DSPs) such as Amazon DSP.
Optimize and prove performance
Combine Experian data with Audigent supply-path intelligence to adjust campaigns mid-flight using metrics like CPM, CTR, and video completion rate.
2026 will be the 6-7 era for marketing
The “6-7” meme didn’t need to make sense to go viral. But your marketing does.
2026 will be the year marketers move from fragmentation to connection. Download Experian’s 2026 Digital trends and predictions report to explore all five digital marketing trends shaping 2026.
Ready to get started? Connect with a member of our team
About the author
Fred Cheung
Director, Partnership Sales, Audigent, a part of Experian
Fred Cheung has spent over a decade in the programmatic advertising space, with roles at Mindshare, Jounce Media, Twitter, and The Trade Desk. His deep experience in trading and product management helps in his current function on the Experian Marketing Services’ Sales team where he focuses on data growth and adoption across the industries’ leading buy-side platforms.
FAQs
Experian uses this phrase to describe the inflection point where AI, identity, commerce media, and programmatic curation finally connect in practical, scalable ways. It reflects the shift from fragmentation toward unified activation and measurement. Experian covers five digital marketing trends to watch for in 2026 in our 2026 Digital marketing trends and predictions report.
Experian provides verified consumer data, identity resolution, and privacy-first frameworks that strengthen AI accuracy. AI tools require reliable inputs, and Experian’s data foundation helps marketers apply AI in predictive modeling, audience insight, and media optimization.
Identity allows brands and media networks to connect exposure to conversion across sites, screens, and environments. Experian supports this through resilient identity frameworks that maintain recognition even as signals shift.
Experian provides high-performing audience segments and outcome-based signals that improve curated PMP performance. These capabilities give buyers more control, more stability, and clearer pathways to measurable results.
Experian’s 2026 Digital trends and predictions report outlines the five forces shaping the year ahead, including AI’s dependence on data quality, commerce media expansion, and the rise of curation.
Latest posts
Gen Z is ready to be noticed and become a force to be reckoned with in the market. In the auto market alone, Gen Z made up 3.8 percent of all new vehicle registrations in the first quarter of 2019.
As ever, marketers have to be strategic to reach the right customers. Ensure seasonal messaging reaches the right customers with audience optimization.
With Tapad, part of Experian, technology, AdsWizz AudioMatic is the first Audio buying platform to offer cross-device identity resolution across the U.S. and EMEA NEW YORK and LONDON, July 17, 2019 /PRNewswire/ — Tapad, part of Experian and a global leader in digital identity resolution, today announced a new joint capability with AdsWizz , the leading technology provider for digital audio advertising solutions. The partnership combines Tapad's digital cross-device technology with AdsWizz's AudioMatic buying platform, enabling the ability to connect audio ad experiences across screens. AudioMatic, AdsWizz's audio-centric buying platform, supports programmatic audio buying and entirely new audio ad experiences for listeners. The integration of The Tapad Graph onto its platform enables new opportunities for marketers to reach, engage and measure each interaction with their desired consumers on digital radio and podcasts channels, and across devices. This partnership makes AdsWizz the first audio buying platform to offer this enhanced cross-device identity capability in the US and EMEA markets. "Marketers need privacy-safe digital identity resolution to reach their consumers," says Tom Rolph, VP of EMEA at Tapad. "With audio becoming an increasingly powerful medium for engagement, it's important that our technology extends to this channel, which is why we are excited to announce our integration with AdsWizz's AudioMatic platform." Digital audio is experiencing high growth, with 84% of advertisers and agencies saying it will play a bigger role in their media plans in the future. Today, 60% of digital audio is consumed via a mobile device.* The Tapad Graph is the largest digital identity resolution graph with differentiated global scale. The partnership enables audio advertisers to leverage The Tapad Graph for enhanced attribution, analytics, and targeting. Alexis van der Wyer, CEO at AdsWizz, added, "Digital audio is increasingly becoming ubiquitous in our media consumption and in our daily digital interactions, and because of that, audio advertising offers tremendous opportunity to personally interact with consumers in every moment of their daily lives. By integrating with Tapad, we enable our advertising partners to increase the effectiveness and the relevance of their marketing messages across audio channels." To learn more about Tapad and our digital identity resolution products, visit our identity solutions page. *Digital Audio Exchange, "The Rise of Digital Audio Advertising," https://thisisdax.com/wp-content/uploads/2019/07/DAX-Whitepaper.pdf About Tapad Tapad, Inc. is a global leader in digital identity resolution. The Tapad Graph, and its related solutions, provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Our one-of-a-kind Graph Select offering enables marketers the flexibility and freedom of choice to correlate devices to varied objectives, driving campaign effectiveness and business results. Tapad is recognized across the industry for its product innovation, workplace culture and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, London, Oslo, Singapore and Tokyo. About AdsWizz: AdsWizz has created the end-to-end technology platform that is powering the digital audio advertising ecosystem. AdsWizz powers well-known music platforms, podcasts and broadcasting groups worldwide with a comprehensive digital audio software suite of solutions that connect audio publishers to the advertising community. From dynamic ad insertion to advanced programmatic platforms to innovative new audio formats, AdsWizz efficiently connects buyers and sellers in digital audio. AdsWizz is headquartered in San Mateo, California, with an IT Development hub in Bucharest, Romania, and presence in 39 markets around the world. About AudioMatic: AdsWizz Demand Side, audio-centric DSP and audio buying platform, AudioMatic, enables programmatic audio buying and entirely new audio ad experiences that are proven to be more engaging and more effective, and have delivered measurable results for agencies and their brands all over the world. All the biggest ad agencies have used our programmatic trading platform, including Omnicom, GroupM, Havas, Publicis, Mobext, and more. Contact us today