This article discusses research on programmatic advertising, highlighting key trends and benchmarks for 2026. It outlines what top-performing marketers are doing differently and offers insights into budget expectations and performance advancements.

This article outlines key insights from a webinar discussing the evolution of programmatic advertising as we head into 2026. Experts will analyze 2025's developments, focusing on AI integration, budget shifts, and measurement challenges, while providing actionable strategies for brands and agencies.

A recent IAB study highlights a persistent gap between the time audiences spend gaming and the advertising budgets allocated to this sector, which remains below 5% of total marketing spend. Despite innovations and new ad formats introduced by major companies like Samsung and Roblox, gaming ad revenue growth is expected to slow, with projections indicating it will stay under 3% of US digital ad spend by 2028. The IAB is exploring ways to integrate gaming more seamlessly with other ad channels to enhance its market share.

Ad curation involves selectively packaging ad inventory to enhance targeting and efficiency in advertising, primarily through curated marketplaces and private deals. Its rise is driven by privacy regulations, demand for transparency, and technological advancements, while offering benefits such as improved targeting, brand safety, and operational efficiency. However, challenges like complexity, cost, and compliance risks must be navigated by marketers when utilizing curated inventory.