MediaOcean：2026年下半年市场报告：消费者、广告及媒体趋势洞察（英文版）（17页）.pdf

1、2 2026 MediaoceanIntroduction.3 Foreword.4 Insight 1 Digital maturity signals the arrival of the“core pillar”era.6 Insight 2 Performance as the anchor,testing as the lever.8 Insight 3 The pragmatic shift from hype to hands-on AI implementation.9 Insight 4 Navigating the gap between evaluation and au

2、tonomous production for AI agents.11 Insight 5 Bridging the CTV performance gap through unified visibility.13 Insight 6 Modernizing transactions for strategic scale.14 Insight 7 Transparency and actionability define the new standard for ad verification.15 Conclusion&Methodology.16 About Mediaocean.1

3、7 3 2026 MediaoceanIntroductionThank you for reading Mediaoceans 2026 H2 Market Report.These insights reflect input from 312 marketing professionals,focused on key consumer,technology,and media investment trends for the second half of 2026.We primarily surveyed marketers and agencies,but also includ

4、ed perspectives from media companies,measurement firms,tech platforms,and other industry cohorts.This is the tenth in our series of bi-annual market reports,reflecting more than 6,400 total respondents,with the first published at the end of 2021.The most recent data points used in this research are

5、based on surveys conducted in May 2026.3 2026 Mediaocean4 2026 MediaoceanSome call it“test and learn.”Others call it“throwing everything at the wall to see what sticks.”Whatever you call it,marketers have been doing it for as long as there has been marketing.And the evolution of digital marketing ov

6、er the last several decades has provided an ever-shifting set of technologies,regulations,and user behavior that has only made these efforts more important.For the sake of the Mediaocean 2026 H2 Market Report,we will settle on calling it maturation and nowhere is that maturation clearer than in the