From planning to activation to measurement, marketers are under pressure to make every decision count. In 2025, we focused on building partnerships and tools that remove friction and let you improve campaign performance across channels.ย This year, you can make the most of those innovations across fiveย areas:ย
Each represents aย tangible step toward helping you own your programmatic strategy inย 2026.ย
Elevating audience strategy
Last year, we focused on helping marketers activate audiences with more precision, more interoperability, and more paths to growth.ย
Retail media partnerships, such as that with Instacart, give brands access to richer commerce insights and more flexible ways to reach high-intent shoppers. This integration makes it easier for advertisers to activate purchase-based signals mid-flight to helpย with:ย
The launch of the Connector app on Snowflake helps users activate their own UID2 and conversion data directly within the platform. Live, SKU-level retail insights feed real-time optimization, helping brands build aย privacy-conscious foundation to reach the right customers across their campaigns.ย
Together, these developments help make audience-first planning more actionable across the entire media journey.ย
Building aย stronger supply foundation
We also focused on continuing to strengthen our quality of supply.ย
-
Deal Desk reimagines how advertisers and publishers manage deals by introducing greater transparency, clearer accountability, and AI-powered insights into premium inventory planning.ย
-
Blue Lists builds on that foundation by giving buyers the ability to curate their own marketplaces, applying their preferences with confidence and ensuring brand safety and visibility.ย
We also expanded the intelligence available across the open internet through aย series of tools and integrations:ย
-
OpenSincera adds richer metadata and objective quality signals to help buyers make…