As we progress through 2026, the paid media landscape continues to evolve rapidly. Advancements in artificial intelligence, changing privacy expectations, new commerce environments and increasingly fragmented consumer journeys are reshaping how brands plan, activate and measure paid media.

This article outlines the key trends expected to define paid media performance in 2026, alongside the strategic considerations advertisers should prioritise in the year ahead.

1. Artificial Intelligence Becomes Embedded in Paid Media Strategy

Artificial intelligence is now firmly established within paid media workflows. In 2026, its role extends beyond automation and optimisation into strategic planning and creative development.

Key developments include:

• AI-assisted creative production, supporting the development of ad copy, visual assets and messaging variations at scale.
• Predictive modelling that improves forecasting of user intent, lifetime value and budget efficiency.
• Greater emphasis on human oversight, with marketers guiding AI outputs to ensure alignment with brand, audience and commercial objectives.

Why it matters: Brands that combine AI capability with strategic direction will achieve stronger performance than those relying solely on automation.

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2. First-Party Data and Privacy-First Targeting Continue to Dominate

Privacy regulation and platform changes have accelerated the shift away from third-party tracking. In 2026, robust first-party data strategies are essential.

Key areas of focus include:

• Increased investment in customer data platforms, loyalty programmes and consented data collection.
• Greater reliance on contextual targeting and content-based relevance rather than user-level tracking.
• Adoption of privacy-preserving measurement solutions that prioritise aggregated and anonymised data.

Why it matters: Advertisers that prioritise transparency and direct customer relationships will be better positioned to maintain performance and trust.

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3. Retail and Commerce Media Mature into Full-Funnel Channels

Retail media continues to expand beyond traditional marketplace advertising and is now a central component of many paid media strategies.

Developments include:

• Broader retail media ecosystems, including commerce platforms offering media opportunities across the customer journey.
• Improved measurement linking online exposure with both digital and in-store purchase behaviour.
• Enhanced data access from retail partners, enabling more precise targeting of high-intent audiences.

Why it matters: Commerce-led media strategies align paid activity more closely with revenue outcomes.

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4. Short-Form and Interactive Video Remain Central to Engagement

Short-form video continues to be one of the most effective formats for capturing attention, particularly on mobile-first platforms.

Key trends include:

• Interactive video formats incorporating shopping functionality, overlays and engagement prompts.
• Streamlined production processes supported by AI, allowing faster testing and iteration of creative.
• Continued prioritisation of vertical video formats designed for mobile consumption.

Why it matters: Performance increasingly depends on creative quality and relevance, not just media placement.

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5. Connected TV and Programmatic Buying Gain Strategic Importance

Connected TV and programmatic media buying continue to grow as advertisers seek scale alongside measurable outcomes.

Key developments include:

• Outcome-based buying models for CTV, focused on conversions and revenue rather than impressions alone.
• Improved cross-device coordination, aligning messaging across mobile, desktop, television and audio environments.
• Increased demand for transparency around inventory quality, measurement standards and brand safety.

Why it matters: Advertisers who apply programmatic buying strategically can achieve both reach and accountability.

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6. Audio, Voice and Search-Less Discovery Expand Paid Media Opportunities

Non-traditional paid media channels are becoming increasingly relevant as user behaviour shifts.

Notable areas include:

• Growth in podcast and streaming audio advertising, supported by improved attribution and performance metrics.
• Emerging sponsored placements within voice assistants and AI-driven recommendation environments.
• Reduced reliance on keyword-based search as discovery increasingly occurs through algorithmic feeds.

Why it matters: Diversifying paid media investment helps brands reach audiences in environments where traditional search advertising has limited reach.

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7. Social Commerce Continues to Redefine the Purchase Journey

Social platforms increasingly combine discovery, engagement and conversion within a single environment.

Key trends include:

• Expansion of shoppable ad formats that enable in-platform purchasing.
• Growth of live commerce formats, blending content, influence and direct response.
• Greater focus on revenue-driven performance metrics within paid social activity.

Why it matters: Social media is no longer solely an awareness channel and plays a direct role in driving sales.

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8. Creative Differentiation Becomes a Primary Performance Driver

As competition increases and costs rise, creative effectiveness is emerging as a key differentiator.

Areas of emphasis include:

• More tailored messaging aligned to specific audience needs and intent stages.
• Increased focus on brand values, credibility and consistency across paid activity.
• Agile creative testing frameworks that support ongoing optimisation and learning.

Why it matters: Strong creative execution improves efficiency, engagement and long-term brand impact.

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Preparing for Paid Media Success in 2026

To remain competitive in 2026, advertisers should:

• Invest in AI capabilities while maintaining strong strategic governance.
• Strengthen first-party data foundations to support privacy-compliant targeting and measurement.
• Expand paid media activity beyond traditional channels to include CTV, audio and commerce-led platforms.
• Prioritise creative quality, relevance and testing across all formats.

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