IAS：2026年媒体行业脉搏报告（美国版）（英文版）（33页）.pdf

1、U.S.EDITIONDecember 2025THE 2026 INDUSTRY PULSE REPORTTHE 2026 INDUSTRY PULSE REPORT|THE 2026 INDUSTRY PULSE REPORTSTUDY DESIGN AND OBJECTIVESIntegral Ad Science(IAS)partnered with YouGov to survey U.S.digital media experts from both the buy-and sell-sides to understand their perspectives on media c

2、hallenges lying ahead and opportunities they will seek to harness in 2026.In this annual report,we deep dive into the trends,technologies,and solutions that will shape digital media and advertising in 2026,directly from top industry professionals.2FIELD DATEOctober 2025PARTICIPATIONN=290 U.S.digital

3、 media experts who use programmatic advertisingAdvertisers(n=98)Agencies(n=78)Publishers and platforms(n=58)Ad Tech(n=56)THE 2026 INDUSTRY PULSE REPORT|THE 2026 INDUSTRY PULSE REPORT|THE NEXT CHAPTER OF DIGITAL MEDIA2026 marks a turning point in digital advertising.As the boundaries between channels

4、 blur and AI reshapes how content is created,consumed,and measured industry experts are redefining what quality means in this new era.Heres what media experts are anticipating in 2026 88%of media experts cite digital video as a top priority over display and audio87%say brand safety and suitability o

5、f the social influencer/creator will be an important consideration when advertising adjacent to digital video content61%of media experts express excitement with AI developments in digital media and are looking forward to opportunities to advertise alongside AI generated content53%of media experts ci

6、te ad adjacency to content generated by AI as a top media challenge in the coming yearSOCIAL AND DIGITAL VIDEO ARE AT THE CENTER OF MEDIA EVOLUTIONMARKETERS ARE LEANING INTO AIS OPPORTUNITIES DESPITE CHALLENGESMEDIA QUALITY IS A CORNERSTONE OF PERFORMANCEAmong media quality metrics,experts cite view