The State of Programmatic Advertising 2026
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About This Report
Learn how leading brands and agencies are evolving their full-funnel strategies, embracing AI, and rethinking their tech stacks to stay competitive.
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Programmatic Advertising Is Entering a New Phase
The 2026 programmatic benchmarks confirm a market in lift-off. Data shows that 75% of marketers expect budgets to rise in 2026, and 84% report stronger year-over-year performance.
Yet beneath this optimism lies a widening maturity gap between those simply keeping pace and those pulling ahead.
What Top-Performing Marketers Do Differently
Our research shows that top performers consistently excel in five areas: unifying fragmented workflows, consolidating their tech stacks, adopting AI where it delivers immediate impact, investing earlier in emerging channels, and redefining performance around attention and creative quality.
Based on insights from 484 senior marketers across North America and the UK, plus StackAdapt’s platform data from a global sample of 6,000+ advertisers, this report reveals how marketers are preparing not just for what’s next, but for what’s already taking shape in the numbers.
What You’ll Find Inside the Report
- Five data-backed trends that will shape programmatic advertising in 2026.
- Predictions and benchmarks to understand where the industry is truly heading.
- Clear guidance on the moves high performers make, and how you can replicate them.
- Data on where ROI really came from in 2025, and what that means for 2026 planning.
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Jan 28, 2026
2026 Programmatic Advertising: Trends to Watch, Moves to Make
