2026 State of advertising report

Social platforms are no longer measured by likes, shares, and comments alone. In 2026, social is expected to drive business outcomes across both brand and performance objectives. As pressure to prove ROI increases, engagement is just the starting point. 

In our 2026 State of advertising report, we explore how social platforms are building stronger measurement ecosystems to validate impact. Social platforms are shifting from platform-native metrics to cross-channel measurement, where deterministic signals and privacy-safe data matching connect exposure to acquisition, sales, and long-term brand health.

Interview with Sheila Bhardwaj

Group Manager, Marketing Science, Snapchat

In this discussion, Sheila shares:

  • Why social must be evaluated beyond vanity metrics 
  • How third-party measurement and privacy-safe data connections improve signal quality and optimization 
  • Why cross-channel validation is essential to understand where social drives incremental performance 

The social ecosystem has moved beyond vanity metrics to driving outcomes that matter across both brand and performance.

Sheila Bhardwaj
Snapchat

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 social 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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