AI opportunity rises, but media quality still rules in 2026, report

Integral Ad Science has released its annual Industry Pulse Report, outlining how media experts plan to navigate an increasingly complex digital landscape.

The findings indicate that while AI offers clear potential for speed, scale, and personalisation, brands remain focused on maintaining media quality and ensuring advertising environments support performance.

The report highlights a market that balances experimentation with caution, particularly as digital video and social platforms continue to dominate investment and attention.

AI opportunity meets heightened scrutiny

Lisa Utzschneider, chief executive officer, IAS: "2026 marks a turning point in digital advertising. As the boundaries between channels blur — and AI reshapes how content is created, consumed, and measured — industry experts are redefining what quality means in this era. Advertisers and publishers alike recognize that marketing opportunities, like those on social media and digital video, come with complexity. The industry's challenge lies in balancing digital innovation with control — ensuring every impression drives trust and performance."

Media professionals acknowledge AI’s potential while recognising the need for oversight. Sixty one percent express enthusiasm for AI developments in digital media, and eighty three percent believe the increase in AI-generated content on social platforms will require close monitoring. Eighty four percent indicate the importance of third-party verification to identify and classify AI-generated content on social media, rising to eighty six percent for digital video environments.

Digital video and social remain priority channels

Digital video continues to attract the highest levels of attention, with eighty eight percent listing it as a top priority. Social media closely follows, with eighty four percent citing it as a leading focus. As investment grows, brand safety remains central: eighty seven percent view creator suitability as essential when advertising near digital video content, and eighty two percent hold the same view for social media.

The ongoing rise in creator-led environments underscores the need for clear suitability frameworks as adjacency risks become more prevalent.

Media quality drives performance expectations

Media quality remains a critical factor amid rapid change. Eighty six percent say identifying and avoiding AI-generated content will be necessary within digital video platforms. Eighty three percent agree that measuring ad fraud, viewability, and suitability is important for performance within retail media networks, and an equal share foresee concerns around ad fraud and suitability as connected TV inventory expands.

Marketers identify risky content, deepfakes, and AI-generated material as the most pressing adjacency challenges, with influencer and creator content also drawing scrutiny.

Industry outlook reflects caution and investment focus

Jeremy Kanterman, vice president of research and insights, IAS: "The use of AI and AI-generated content surged in 2025, leaving publishers and advertisers trying to balance both its opportunities and risks. This year's Industry Pulse report reveals a cautious industry looking to prioritize oversight of AI in digital media in 2026, with the bulk of investment still flowing into digital video, social platforms, and a steadily rising interest in using, measuring and determining outcomes around influencer marketing."

The report positions oversight, verification, and suitability as core needs for advertisers as they prepare for another year of rapid technological and behavioural shifts.

The full report can be accessed here

www.integralads.com

Follow Marketing Report on LinkedIn