2026 State of advertising report

The role of the agency is being redefined. What once centered on channel expertise and buying power now hinges on technology, audience intelligence, and operational rigor. 

In our 2026 State of advertising report, we explore how agencies are evolving into operating systems. Clients expect platforms that enable planning, activation, and measurement in one connected environment. 

Interview with Crissi Cupak

Head of Product, PMG

In this discussion, Crissi shares:

  • Why clients expect usable technology, not presentations 
  • How audience-first planning is replacing channel-first strategy 
  • Where AI drives efficiency across workflows, and where human oversight remains essential 

The shift from channel-based planning to audience-based strategy is where we’re headed. Agencies are designing media around how people actually live, move, and consume, not around individual channels.

Crissi Cupak
PMG

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 evolving role of agencies 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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