Based on StackAdapt’s 2026 research of 484 senior marketers and data from more than 6,000 advertisers, programmatic advertising is entering a new phase focused on integration, AI, and performance. High-performing marketers are unifying channels, consolidating marketing technology stacks, adopting AI for creative production, audience targeting, and optimization, and investing earlier in emerging channels such as connected TV (CTV), digital out-of-home (DOOH), and programmatic direct mail. The report finds that fragmented execution can waste up to 30% of programmatic budgets, while multi-channel campaigns achieve significantly higher engagement. AI is increasingly serving as the connective layer between creative, data, and optimization, helping marketers improve efficiency and scale. Looking ahead, success will depend on consolidating tools, building stronger omnichannel capabilities, leveraging first-party data, and creating connected systems that continuously learn and improve performance across the customer journey.

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