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US Programmatic Advertising Forecast and Ad Tech Trends H2 2026
Video, CTV, and Agentic AI Shift Programmatic From Scale to Control
US programmatic advertising trends in 2026 center on video, connected TV (CTV), walled gardens, retail media, and agentic AI as marketers rethink media buying and measurement.
Key Question: Where is programmatic growth concentrating, and what should marketers do about an increasingly closed, video- and CTV-led market?
Key Stat: Programmatic direct will dominate overall spend at 76.3% in 2026, but when social is excluded, direct’s share will fall to 50.4%.
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Clients can find the full version of this chart later in the report.
authors
Jacob Bourne
Contributors
- Rahul Chadha
- Director, Report Editing
- Tracy Tang
- Sakina Thanawala
- Copy Editor
- Johann Valderrama
- Data Visualization Editor
- Emman Velasco
- Data Visualization Editor
- Yoram Wurmser
- Principal Analyst
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