Nicole LalevaThe UK digital media landscape is shifting fast, and 2026 is already shaping up to be a pivotal year. To help the industry prepare, IAS surveyed experts across brands, agencies, publishers, and platforms to identify the forces set to influence next year’s plans.
The result is the 2026 UK Industry Pulse Report, a focused snapshot of the trends that will define how marketers invest, optimise, and measure success.
Video and social dominate
Digital video remains the top priority, with 87% of respondents naming it as such. Social continues to be essential, and creator-led environments are maturing quickly; 79% say creator suitability now influences where they choose to appear.
AI accelerates and complicates
AI-generated content surged in 2025, and 56% expect adjacency to AI content to be a major challenge in 2026, intensifying the need for stronger controls and trusted third-party verification.
Sustainability gains traction
Nearly 40% of UK publishers now rank carbon-emission monitoring in programmatic as a leading priority, signalling a shift toward more responsible media buying.
Media quality fuels outcomes.
With budgets under pressure, advertisers are increasingly focused on metrics that demonstrate real impact, from brand safety and suitability (82%) to attention (84%).
Download the report for the full story and the stats shaping 2026.
