StackAdapt and Ascend2 Release New Research on the State of Personalization in Digital Marketing

Toronto, ON – February 11, 2026 – StackAdapt (www.stackadapt.com), the leading AI advertising and orchestration platform, released The State of Personalization in Digital Marketing, a new research report developed in partnership with Ascend2. The report examines how brands and agencies are using personalization today, what’s holding them back, and how AI and cross-channel orchestration are shaping the next phase of personalized marketing.

Based on responses from more than 450 brand and agency marketers across North America, the research shows that while personalization is now a core marketing priority, most organizations are still early in execution. Fragmented data, disconnected tools, and limited measurement continue to prevent teams from turning personalization strategies into scalable, cross-channel impact.

The report’s findings highlight key personalization trends and insights on the current state of personalization in marketing, including:

• 99% of agencies say personalization in digital marketing directly drives client revenue growth.
• 77% of agency marketers say quantifying and communicating results of personalized marketing campaigns remains a challenge.
• 93% of brands and 94% of agencies agree that AI is improving personalization, but only one in five have fully integrated it across channels.
• Nearly half of agencies point to data unification, AI-powered creative optimization, and cross-channel orchestration as the advancements that will shape personalization the most in the next two to three years.

Despite these challenges, investment is accelerating. Eighty-seven percent of brands plan to increase their spend on personalization in 2026, yet only a small percentage are activating proven, high-intent tactics or extending personalization beyond owned channels.

Together, the findings reinforce a broader industry shift: personalization is no longer about isolated tactics, but about connecting data, creative, and media into cohesive customer journeys that can be executed and measured at scale. As a result, marketers are increasingly moving toward platforms like StackAdapt that can orchestrate personalization across channels and unify data, measurement, and activation in one place.

“To scale personalization, marketers need to move beyond channel-by-channel execution and toward platforms that orchestrate customer journeys across channels,” says Ryan Nelsen, CMO at StackAdapt. “That shift is something we’re seeing firsthand, as more brands and agencies turn to StackAdapt to bring those capabilities together in one place.”

The State of Personalization in Digital Marketing builds on StackAdapt’s growing body of insight-driven research, including its recent The State of Programmatic Advertising 2026 report, which explored how AI, measurement, and tech consolidation are redefining modern marketing performance.

About the Research

The survey, conducted in partnership with Ascend2, gathered responses from 285 brand marketers and 183 agency marketers in the United States and Canada. Respondents represented organizations with more than $10M in annual recurring revenue and self-identified as decision-makers in managerial roles and above. The study was fielded in October 2025 and reported at a 95% confidence level.

Download the Report

To explore the full findings, recommendations, and trends shaping the future of personalization, download The State of Personalization in Digital Marketing.

About StackAdapt

StackAdapt is the leading AI advertising and orchestration platform marketers rely on to drive brand growth and revenue. Built entirely in-house with an easy-to-use interface, StackAdapt unifies programmatic and owned channels—including CTV, DOOH, display, native, audio, email, and more—into one seamless experience. The platform makes it easy to find the right audience, personalize creative, run campaigns, optimize, and measure results in one place. Trusted by the most forward-thinking brands and agencies, StackAdapt combines speed of innovation, deep vertical expertise, and partnership that powers real business growth. For further information, visit www.stackadapt.com.

Media Contact
Alexis Gold
alexis.gold@purposenorthamerica.com