The global media landscape is undergoing a structural shift as artificial intelligence, retail media and platform ecosystems reshape how brands reach consumers, according to a new report from WARC.
The report, The Future of Media 2026, examines how technological change, evolving consumer behaviour and the growing dominance of digital platforms are altering the way advertising is planned and bought. Drawing on global advertising data and industry analysis, WARC argues that marketers must adapt to a media environment increasingly defined by data, commerce and algorithm-driven discovery.
Here are six of the report’s most important findings.
Global advertising spending continues to grow
WARC expects global advertising investment to continue expanding over the next two years, with total spending forecast to approach $1.2–$1.3 trillion by 2026.
Digital channels remain the main driver of growth, reflecting sustained investment in search, social media and e-commerce advertising. The report notes that the expansion of online platforms and new digital formats continues to attract a larger share of marketing budgets worldwide.
Retail media is becoming one of advertising’s fastest-growing sectors
Retail media — advertising placed within retailers’ digital platforms and marketplaces — is emerging as one of the most significant growth areas in the industry.
According to WARC, global retail media spending is expected to approach $200 billion by 2026, as brands increasingly use retailer data to target consumers close to the point of purchase.
The report highlights how retail media combines advertising, commerce and first-party data, making it an attractive channel for performance-driven marketing.
Digital platforms continue to dominate media investment
The report shows that digital platforms remain central to advertising strategies, with search engines, social networks and online marketplaces attracting a large share of global ad spending.
These platforms provide access to large audiences, extensive data and automated advertising systems, which have helped accelerate their growth compared with traditional media channels.
As a result, the balance of media investment continues to shift toward digital environments.
Artificial intelligence is reshaping how advertising works
Artificial intelligence is increasingly embedded in advertising systems, particularly in areas such as targeting, content creation and media optimization.
WARC notes that AI technologies are influencing how ads are delivered and measured, as well as how consumers discover brands online. AI-powered recommendation engines and search tools are expected to play a growing role in shaping digital advertising in the coming years.
The creator economy is becoming an important marketing channel
The report also highlights the growing role of creators and influencers in digital marketing.
Content produced by creators across social platforms has become a key way for brands to engage audiences, particularly among younger consumers. However, WARC notes that measurement and evaluation of creator partnerships remain a challenge for many marketers.
Improving the way brands assess the impact of creator collaborations will be an important focus for the industry.
Media planning is becoming more complex
Finally, WARC notes that the fragmentation of the media landscape is making advertising planning more complex.
Rather than focusing on individual channels, marketers increasingly need to coordinate activity across multiple digital platforms, commerce networks and content ecosystems.
The report concludes that brands and agencies will need new approaches to planning and measurement as the media environment continues to evolve.
