Adam Ortman is CEO and founder of Kinetic319, a leading marketing agency rooted in cutting-edge strategy and consumer psychology.
Trying to keep up with the pace of change in media and e-commerce marketplaces can feel like you’re running a marathon with no finish line. The moment you feel like you’ve caught your breath, the course changes, and you’re off to the races once more.
Understanding a single piece of the puzzle is great, but learning how media buying, connected TV, marketplaces and analytics fit together creates an incredibly powerful strategy.
At my agency, our eyes are on the horizon. Here’s what I see coming in 2026.
Media Buying: A Shift To Precision And Agility
The days of “spray and pray” advertising are officially over. In 2026, media buying will be all about being smarter, faster and more connected to your audience.
The Rise Of AI-Driven Media Buying
By the end of next year, I predict that AI won’t only optimize your campaigns in the background; it will also serve as your copilot, analyzing billions of data points in real time to help you find your ideal customer at the right moment.
One of the most intriguing developments is the potential for ad placements within AI-powered chatbots. As conversational AI becomes more common, brands may soon be able to integrate targeted ads directly into these interactions. Customers could chat with an AI and receive personalized, contextually relevant offers during the conversation. This could offer fresh monetization streams while meeting your audience where they already are.
First-Party Data Is More Precious Than Gold
With all the talk of a reduction in third-party cookies in recent years, the value of your own first-party data has skyrocketed. In 2026, brands that have a robust strategy for collecting, organizing and activating this data will have a significant competitive edge. You’ll be able to build a direct relationship with your customers and deliver personalized experiences that generic data…