Our adtech world is changing fast: new rules, new technologies, and new expectations from brands and audiences will shape how we work next year. If anything, 2026 will be the year when the big shifts finally settle into real habits and real results. At Intenze, we see 2026 as a time when brands expect clarity, audiences expect relevance, and every part of the ecosystem needs to prove its value. Let’s explore the trends that will matter most next year together!
Life after cookies becomes the new normal
By 2026 the industry stops treating the cookie deprecation as a crisis and starts working with it as the standard reality. First-party data ecosystems grow stronger. Retail media networks mature. Clean rooms turn into a default tool. Privacy becomes a competitive advantage, not a barrier. Companies that built flexible identity strategies will finally feel the payoff.
AI becomes collaborative rather than mysterious
AI will not replace people in #2026. It will work with them. Creative teams will use generative tools to scale ideas. Performance managers will rely on explainable AI that shows why a bid won or why a segment performed well. The winners will be companies that use AI as a partner, not a black box.
Supply cleanliness becomes non-negotiable
In 2026 advertisers will demand clearer proof that their spend reaches real audiences. SPO evolves into something closer to supply quality management. More brands will require log-level access, verified sellers, and trusted fraud detection partners like Pixalate and HUMAN. The conversation shifts from efficiency to integrity.
CTV steps into its creative era
The CTV boom continues, but the big change in 2026 is how creative the format becomes. Interactive storytelling, shoppable video, dynamic overlays, and second-screen engagement are becoming mainstream. CTV will pull budget from linear TV and from display, because it delivers both storytelling and measurable performance.
Interactive creativity becomes the new default
2026 is the year when static formats finally fade. People respond to movement, sound, and interaction, and brands know it. Expect more playable ads, personalized creative journeys, AI-driven variations, and formats that feel closer to micro-experiences. Performance improves because engagement improves. Creativity becomes measurable.
2026 rewards the companies that stay clear, creative, and honest about how adtech works. Next year will be an exploration year for our industry. Let's make it interesting together!