Snowflake：2026年广告传媒与娱乐行业数据趋势报告（英文版）（13页）.pdf

1、DATA TRENDS 2026 ADVERTISING,MEDIA AND ENTERTAINMENTHow composability,AI governance and autonomous workflows are transforming the industryTable of ContentsOperational Reinvention in the Industry .3Trends That Matter in Advertising,Media and Entertainment .5Trend 1:From Fragmentation to Consolidation

2、 of Decisions and Workflows .6Trend 2:Composability Becomes the Default Operating Model .8Trend 3:The Fight for Control Moves to Data,Access and Autonomous Systems .9The AI Data Cloud for Media and Entertainment .11Table of Contents|2 DATA TRENDS 2026:ADVERTISING,MEDIA AND ENTERTAINMENTThe Year of O

3、perational Reinvention for the IndustryWhen AI first entered advertising,media and entertainment,it showed up more as speculation than actual infrastructure.The focus gravitated toward visible applications like chatbots and generative tools,while the harder operational questions how ad inventory is

4、priced and sold,how rights are managed,how audiences are measured,and how decisions move across increasingly automated workflows remained largely unanswered.Only now is it becoming clear that the real impact of AI lies not in the tools themselves,but in how data-driven systems make decisions at scal

5、e.Economic pressure,audience fragmentation,automation and AI-driven decisioning are now forcing companies to rethink how work actually gets done across the media value chain.This applies as much to buying and selling as it does to content monetization,rights management,measurement and engagement are

6、as where decisions are happening closer to real time and across organizational boundaries.At the same time,foundational systems are showing strain.IABs“State of Data 2026”report finds that up to 75%of the buy side says todays advanced measurement approaches underperform on rigor,timeliness,trust and