2026 State of advertising report

First-party data is expanding across every part of the marketing ecosystem. CRM systems, social platforms, retail media networks, and owned media environments are each generating distinct data assets. In 2026, the opportunity is organizing fragmented signals into connected, accountable infrastructure. 

In our 2026 State of advertising report, we examine how first-party data is reorganizing rather than stabilizing. As AI accelerates signal collection and analysis, short-term fragmentation is increasing before long-term consolidation takes shape. The priority for brands is building systems that connect activation, measurement, and governance across paid, owned, earned, and shared environments.

Interview with Adam Weiler and Paul DeJarnatt

Adam Weiler, SVP, Data and Analytics, Novus Media
Paul DeJarnatt, VP, Head of Investment, Novus Media

In this discussion, Adam and Paul share:

  • Why first-party data is fragmenting across environments before it consolidates 
  • How AI is accelerating signal organization while increasing the need for governance 
  • Why transparency depends on understanding how data is used, matched, and priced 

Identity has become shorthand for performance. But as AI helps organize signals across customer journeys, value comes from treating identity as a connected system, not a single identifier.

Adam Weiler
Novus Media

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 first-party data 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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