The programmatic ecosystem is evolving with 2026 set to be another transformative year.
From AI-driven workflows to the rise of CTV and the dominance of first-party data, here are the five key trends we have identified and what they mean for brands and strategists.
It’s only been a few years since MediaMath bankruptcy, and now Microsoft is planning to sunset their DSP Xandr in 2026, which means that the programmatic landscape is entering another phase of disruption. This market change is also related to another, broader trend: Platforms tend to offer less specialism now, more multi-touch. Partners used to have single function but move towards end-to-end capabilities, i.e. planning, buying, measurement, and optimisation, creating a more integrated but competitive environment. This should trigger some negotiation from brands and from agencies and to diversify to avoid over-reliance on any single platform. It would be also a good idea to programmatic media traders, for multi-platform expertise.
With third-party cookies disappearing, first-party data strategies are becoming non-negotiable.
First party data means that brands and publishers will lean heavily on their own data assets to maintain targeting precision and campaign performance. So it’s all about building more trust: Clean rooms enable secure, privacy-compliant audience matching and measurement. Brands are no longer happy to tap into 3rd party data, which often lack transparency and are not always relevant. One of the direct impact of cookie deprecation is that brands are now investing into data partnership to keep consent and precision in their targeting strategy. For agencies, it means there is a need for clean room expertise, and there will be a market for privacy-first solutions.
Artificial Intelligence is no longer optional—it is in every layer of our industry, including programmatic. From creative copy generation to attribution modelling, optimisation algorithms, and audience targeting, AI is driving speed, precision, and scalability. We are seeing a real help from AI when it comes to reducing time spent on automating campaign set up, writing up commentaries for reporting, or also for creative amend. Expect Generative AI (GenAI) to become a workflow tool, automating campaign setup, reporting, and creative iteration. That being said, we’d always recommend keeping some intervention for strategic thinking and judgement to achieve nuanced decision-making. We would suggest testing AI solutions wherever they seem relevant, like for bidding or targeting, and to lean on AI tools for efficiency ( to free up some time). This will give more time for traders to look at planning, strategy and research.
Connected TV (CTV) continues its meteoric rise, with lower barriers to entry and players like Disney, Netflix, Channel 4, opening their walled gardens. This means more brands can now hope to add TV as part of their media plans, as it becomes more affordable and flexible. This is amazing news as it means TV reach is now achievable without being budget depending. For programmatic traders, it means learning about new measurement standards, as well as creative formats. We would recommend brands to allocate test budgets to CTV now, to not fall behind the trend, and to start building expertise in CTV buying and measurement to meet the growing demand.
Historically, Supply Path Optimisation (SPO) has been overlooked due to resource constraints and complex methodologies. It’s essentially because of the overwhelming programmatic landscape (between SSP, ad networks, Resellers) which means SPO requires a lot of time, analysis and a strong methodology. Now, with AI automating repetitive tasks, SPO can become a standard optimisation layer consisting in analysing bid streams and identifying efficient routes to inventory. SPO can help reduce tech fees and have a better control over costs, improving net media CPM. It’s also a good way to be more transparent and to improve the quality (more direct publisher inventory, less fraud risk).
2026 will be defined by integration and automation. AI will reshape some workflows, but human expertise will remain necessary. CTV and clean rooms should dominate investment conversations, while SPO finally gets the attention it deserves. For advertisers and agencies, the challenge is clear: adapt fast or risk falling behind.
