Programmatic advertising trends for 2026 point to the need for data-driven strategies based on data consolidation and the management of first-party data.

According to Insider Intelligence data, digital advertising today already accounts for more than 75 percent of total global media spend. We no longer ask “if” when it comes to digital, but rather “how”. This is where the story of 2026 begins.

Programmatic as infrastructure, no longer just a line item in the media plan

Over the past decade, programmatic buying has undergone a fundamental shift: from an optimization tactic to the fundamental infrastructure of digital media buying. Today, the conversation is no longer about whether programmatic makes sense, but about how mature, transparent and efficient the underlying system really is.

eMarketer confirms this trend with a forecast that by the end of 2026, programmatic buying will account for approximately 90 percent of global display advertising spend. When programmatic becomes the backbone, the focus shifts. It is no longer about “whether we use it”, but “how well it works”.

Four aspects come to the forefront: data quality, transparency of the ad delivery path, optimization speed, and the ability to adapt quickly to changing conditions. In 2026, the advantage will lie less in constantly testing new tricks and more in having an organized, simple and stable system that can confidently absorb the majority of budgets.

For media companies, this represents a concrete shift in mindset. The winners will not be those with the most partners, the most settings or the most “options”, but those with transparency, a clear inventory structure, correctly set priorities in the ad server and an optimization process that is repeatable, even when teams change or budgets are seasonally reallocated.

Consolidation and selection: fewer partners, more clarity

One of the most noticeable shifts in recent years has been the consolidation of the adtech ecosystem. Advertisers are reducing the number of partners, demanding greater transparency and increasingly opting for carefully selected access to inventory. At the same time, direct connections between buyer and seller are becoming more important, with fewer steps in the supply chain and fewer intermediaries where data, control and value are lost.

In practice, this means more emphasis on direct integrations, local partnerships and environments that better understand the EU regulatory context, and less dependence on global adtech players whose priorities and interests often differ from those of local markets.

The market is entering a phase with less tolerance for opacity in the supply chain, shifting decision making towards the environment quality, clear rules and demonstrable value of individual inventory sources. This trend also directly impacts digital media. The value of inventory is no longer built solely on reach volume, but on a combination of context, quality content, data quality and stable execution. In 2026, those who can offer clear, structured and predictable programmatic products with transparent results and success metrics will be at an advantage.

First-party data as the new foundation of targeting

The disappearance of third-party cookies and a stricter regulatory framework are becoming a reality, especially for all those operating in the EU. As a result, targeting is increasingly based on first-party data. According to eMarketer, more than four fifths of advertisers say their own data has become a key element of their digital strategy.

This shift has also been anticipated by our own research. iPROM’s research on the use of first-party data in digital advertising shows that one inf our companies in Slovenia already actively uses its own data when buying advertising space, while most others recognize this as a key development direction in the coming years.

For 2026, this means an important shift in thinking. Instead of constantly searching for new external signals, the focus returns to understanding one’s own first-party user data, including their interests and behavioural patterns within known and legally compliant environments.

Measuring effectiveness remains the most demanding challenge

Although digital advertising continues to grow in volume, channels remain fragmented. Users see ads across multiple devices, in different environments and often at different stages of the purchase journey, while measurement does not always capture this reality. Omnichannel campaigns have become the norm, yet attribution models often fail to reflect the real user journey. The result is greater uncertainty in decision-making, more “blind optimization” and a growing gap between what platforms report and what the business results actually indicate.

As a result, approaches that can connect data, media buying and outcomes into a unified view are gaining importance. In practice, this means stronger data discipline, aligned KPI definitions, consistent segmentation and tools that reduce gaps between channels. DMP solutions and integrated programmatic platforms play an important role here, enabling more consistent data management, segment activation and stable performance tracking over time.

In 2026, greater emphasis will be placed on a combination of metrics. This includes not only reach, but also attention, frequency, interaction quality, share of returning users, the contribution of individual segments to conversions, efficiency of targeted reach and the long-term impact on business results. One-dimensional KPIs will increasingly be insufficient for strategic decisions, especially as budgets shift into systems where results must be repeatable and explainable.

So what does 2026 bring for digital media?

For digital publishers, 2026 sends a clear signal: Opportunities will continue to exist, but they will depend on the ability to adapt. Technological foundations (the ad stack), well-organized data, a clear inventory structure and transparent relationships with advertisers will determine revenue stability.

At first glance, 2026 will look like a continuation of automation, artificial intelligence and the expansion of digital formats. In practice, however, it will be a year of discipline: More organized systems, clearer rules, greater control and fewer illusions about quick shortcuts.

Programmatic advertising is definitively moving from a phase of experimentation to one of responsibility. For advertisers, media companies and everyone in between, this means the same starting point: In the long run, those who can turn complexity into clarity will be successful.