2026 State of advertising report

The demand-side landscape has become increasingly fragmented with walled gardens, retail media networks, and point solutions multiplying, creating complexity and fatigue for buyers under pressure to deliver measurable outcomes. In 2026, the focus is shifting from adding more platforms to creating greater control and efficiency across them. 

In our 2026 State of advertising report, we examine how demand-side leaders are navigating signal fragmentation, evolving identity strategies, and embedding AI into planning workflows.

Interview with Grace Briscoe

EVP, Client Development, Basis

In this discussion, Grace shares:

  • Why platform fragmentation is creating operational fatigue and driving demand for consolidation
  • How contextual targeting is regaining importance as signal fragmentation increases
  • How AI is accelerating planning and insight generation while keeping humans in control of strategy

We’re seeing a shift toward contextual targeting and PMP buying that centers on content relevance, rather than relying as heavily on hyper-targeted audiences.

Grace Briscoe
Basis

Explore Experian’s 2026 State of advertising report

This partner perspective is part of our 2026 State of advertising report, featuring leaders across agencies, commerce media, identity, mobile, privacy, and more. 

Download our full report to learn how the demand-side connects with the other forces shaping advertising in 2026, and what advertisers must prioritize to drive measurable outcomes. 

Download our exclusive report

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