{"id":2598,"date":"2025-11-06T19:31:00","date_gmt":"2025-11-06T14:01:00","guid":{"rendered":"http:\/\/www.www.adpushup.com\/blog\/?p=2598"},"modified":"2025-11-24T03:56:44","modified_gmt":"2025-11-23T22:26:44","slug":"programmatic-advertising-trends","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/programmatic-advertising-trends\/","title":{"rendered":"12 Must-Know Programmatic Advertising Trends That Will Shape 2026","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>As we are just a few months away from 2026, several trends in programmatic advertising have changed, and publishers should keep a close eye on multiple programmatic advertising trends to maintain a competitive edge.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>And no, we won\u2019t cover <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-scale-your-business-with-dooh-advertising\/\" target=\"_blank\" rel=\"noreferrer noopener\">DOOH<\/a>, <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-contextual-advertising-how-does-it-work\/\" target=\"_blank\" rel=\"noreferrer noopener\">contextual targeting<\/a>, <a href=\"https:\/\/www.adpushup.com\/blog\/connected-tv-ad-networks\/\" target=\"_blank\" rel=\"noreferrer noopener\">CTV<\/a>, or even <a href=\"https:\/\/www.adpushup.com\/video-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">video ads<\/a> \u2014 that\u2019s very 2025. You already know it and might be implementing them, or at least in the process of doing so.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>This blog post explores emerging programmatic advertising trends in detail to keep you ahead of the crowd in 2026. It is nothing short of a roadmap to your sustenance in the upcoming year, which will be defined by the changes that happened in 2025.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/programmatic-advertising-trends\/#Key_Takeaways_on_Programmatic_Advertising_Trends\" >Key Takeaways on Programmatic Advertising Trends:<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/programmatic-advertising-trends\/#What_is_Programmatic_Advertising\" >What is Programmatic Advertising?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/programmatic-advertising-trends\/#Programmatic_Advertising_Trends_Statistics\" >Programmatic Advertising Trends: Statistics<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/programmatic-advertising-trends\/#12_Programmatic_Advertising_Trends_to_Watch_in_2026\" >12 Programmatic Advertising Trends to Watch in 2026<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/programmatic-advertising-trends\/#FAQs_%E2%80%93_Programmatic_Advertising_Trends\" >FAQs &#8211; Programmatic Advertising Trends<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Key_Takeaways_on_Programmatic_Advertising_Trends\"><\/span>Key Takeaways on Programmatic Advertising Trends:<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"has-background\" style=\"background-color:#fff1f5\"><li>Global programmatic ad spending is projected to hit $800 billion by 2028, with programmatic display alone rising 72% from $253B in 2022 to $436B in 2026, making up 90% of all digital display ad spend.<\/li><li>Publishers increasingly adopt <a href=\"https:\/\/www.adpushup.com\/blog\/first-party-data-collection-techniques\/\" target=\"_blank\" rel=\"noreferrer noopener\">first-party data<\/a>, identity graphs, and data clean rooms to maintain targeting effectiveness while complying with privacy laws.<\/li><li>Combining contextual intelligence with <a href=\"https:\/\/www.adpushup.com\/blog\/how-ai-intention-models-are-shaping-contextual-advertising\/\" target=\"_blank\" rel=\"noreferrer noopener\">AI intent models<\/a> boosts relevance and conversion rates.<\/li><li>AI-driven programmatic workflows, including automated testing and campaign adjustments, can increase revenue by 20\u201330%, improving efficiency and ROI for publishers.<\/li><li>Publishers are embracing <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-demand-path-optimization-dpo\/\" target=\"_blank\" rel=\"noreferrer noopener\">Demand Path Optimization<\/a> to streamline demand routes, reduce intermediaries, enhance <a href=\"https:\/\/www.adpushup.com\/blog\/yield-optimization-strategies\" target=\"_blank\" rel=\"noreferrer noopener\">yield<\/a>, and better control their <a href=\"https:\/\/www.adpushup.com\/blog\/ad-inventory-management-tips\/\" target=\"_blank\" rel=\"noreferrer noopener\">inventory<\/a>.<\/li><\/ul>\n\n\n\n<h2 id=\"h-what-is-programmatic-advertising\"><span class=\"ez-toc-section\" id=\"What_is_Programmatic_Advertising\"><\/span>What is Programmatic Advertising?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><a href=\"https:\/\/www.adpushup.com\/blog\/programmatic-advertising\/\" target=\"_blank\" rel=\"noreferrer noopener\">Programmatic advertising<\/a> is a real-time automated selling\/buying of <a href=\"https:\/\/www.adpushup.com\/blog\/sell-ad-space\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad space<\/a> between publishers and advertisers. It employs machine learning to perform a multitude of tasks, including selecting <a href=\"https:\/\/www.adpushup.com\/blog\/the-ad-format-and-types-users-like-most-report\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad formats<\/a>, setting <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-floor-price\/\" target=\"_blank\" rel=\"noreferrer noopener\">floor prices<\/a>, enabling <a href=\"https:\/\/www.adpushup.com\/blog\/types-of-ad-targeting\/\" target=\"_blank\" rel=\"noreferrer noopener\">targeting<\/a>, producing necessary reports, and many more.<\/p>\n\n\n\n<h2 id=\"h-programmatic-advertising-trends-statistics\"><span class=\"ez-toc-section\" id=\"Programmatic_Advertising_Trends_Statistics\"><\/span>Programmatic Advertising Trends: Statistics<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Let\u2019s take a look at the numbers and stats for Programmatic Advertising:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>1. Programmatic advertising spending worldwide is expected to reach <a href=\"https:\/\/www.statista.com\/topics\/2498\/programmatic-advertising\/?\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">$800 billion by 2028<\/a>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>2. In digital advertising spending worldwide, programmatic advertising&#8217;s share will steadily grow compared to non-programmatic means in the coming years.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>3. In digital advertising spending worldwide, programmatic advertising&#8217;s share will steadily grow compared to non-programmatic means in the coming years.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcGDIkmTyvKnRaCJof4ZGlXjp7__P3c1OzwLAVQWvSM_V0UP8t8WHf2Yu8aSuDHILPhWvFJ_b3XlNRtVi5zLK4urUR-v47IrHs6Fpc6NM6hAW1kPIQPl8aUeJDOKdp4yEySOcZdKA?key=1gzH4FF8c-kVikiL9r1_t2GU\" alt=\"programmatic advertising trends\"\/><figcaption> Source: <a href=\"https:\/\/www.statista.com\/forecasts\/1316147\/programmatic-share-digital-ad-spend-worldwide\" target=\"_blank\" rel=\"noreferrer noopener\">Statista<\/a> <\/figcaption><\/figure><\/div>\n\n\n\n<p>3. According to <a href=\"https:\/\/www.emarketer.com\/content\/programmatic-driving-growth-worldwide-display-ad-spending\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">eMarketer<\/a>,<\/p>\n\n\n\n<p><\/p>\n\n\n\n<ul><li>Programmatic display ad spending is projected to rise from $253.31B in 2022 to $435.86B in 2026, displaying a 72% increase over four years.<\/li><li>By 2026, programmatic methods will account for 90% of all digital display ad spending worldwide.<\/li><li>The highest annual growth rate was in 2024 (16.7%), after which growth is expected to slow down to 12.6% in 2026, signaling a maturing market.<\/li><li>The share of programmatic transactions rises steadily each year, from 86.1% in 2022 to 90% by 2026, showing near-total automation of digital display buying.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>Now without further ado, let\u2019s delve into trends in programmatic advertising.<\/p>\n\n\n\n<h2 id=\"h-12-programmatic-advertising-trends-to-watch-in-2026\"><span class=\"ez-toc-section\" id=\"12_Programmatic_Advertising_Trends_to_Watch_in_2026\"><\/span><strong>12 Programmatic Advertising Trends to Watch in 202<\/strong>6<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 id=\"h-trend-1-first-party-data-utilization\"><strong>Trend #1: First-party Data Utilization<\/strong><\/h3>\n\n\n\n<p>Cookies are being pushed away because of privacy concerns; thus, finding alternatives for the third party is a pressing concern for the publishers. Still, you will be surprised to know that, as per <a href=\"https:\/\/www.bannerflow.com\/blog\/5-key-programmatic-advertising-trends-2023\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Adobe&#8217;s research<\/a>, 74% of marketers still relied on <a href=\"https:\/\/www.adpushup.com\/blog\/alternative-to-cookies-for-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\">third-party cookies<\/a>.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>As publishers search for viable alternatives to third-party cookies, one solution that has emerged is Google&#8217;s <a href=\"https:\/\/www.adpushup.com\/blog\/what-are-googles-publisher-provided-identifiers-ppids\/\" target=\"_blank\" rel=\"noreferrer noopener\">PPID<\/a> (Publishers Provided Identifiers).&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>So, marketers should embrace cookieless alternatives to save themselves from potential disruptions to their advertising campaigns.<\/p>\n\n\n\n<h3><strong>Trend #2: Identity Graphs and Data Clean Rooms<\/strong><\/h3>\n\n\n\n<p>With privacy concerns looming over the <a href=\"https:\/\/www.adpushup.com\/blog\/ai-transforming-the-adtech-industry\/\" target=\"_blank\" rel=\"noreferrer noopener\">AdTech<\/a> industry, publishers and advertisers must always be on their toes. Ergo, marketers are increasingly using <a href=\"https:\/\/www.adpushup.com\/blog\/data-clean-rooms\/\" target=\"_blank\" rel=\"noreferrer noopener\">data clean rooms<\/a> and identity graphs to leverage first-party data to its fullest potential.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>An identity graph is a database that connects different identifiers (like email addresses, cookies, device IDs, or login info) belonging to the same person. It maps and connects signals and touchpoints associated with a single user across platforms and devices. On the other hand, Data clean rooms facilitate the secure exchange of first-party data between publishers and advertisers.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>When combined, they form a powerful duo for creating and activating user profiles without invading their privacy. And the results are visible. To better assess campaign results, Booking.com and Snap collaborated to use <a href=\"https:\/\/www.snowflake.com\/en\/blog\/data-clean-rooms-privacy-collaboration\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Snowflake Data Clean Rooms<\/a>. Through this partnership, their confidence in their findings rose from less than 20% to an astounding 99%.<\/p>\n\n\n\n<h3><strong>Trend #3: Contextual Intelligence + AI Intention Model<\/strong><\/h3>\n\n\n\n<p>Contextual targeting is evolving; it\u2019s moving from targeting a webpage\u2019s keywords to mapping its intent. Contextual intelligence uses AI to analyze the environment where the ad will appear. It goes beyond basic keyword matching by considering the meaning, sentiment, emotional tone, images, and overall context of the content. This helps in aligning ads for <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-ad-relevance\/\" target=\"_blank\" rel=\"noreferrer noopener\">relevance<\/a> and brand safety.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Tools developed based on this framework are the AI intention models. Instead of just matching ads to what is on a page, intention models analyze what the user is likely looking to do: casual scrolling, considering a purchase, or actively shopping.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Many advertisers are already seeing the results. Nissan Spain teamed up with <a href=\"https:\/\/press.seedtag.com\/seedtag-launches-ai-intention-models-to-unlock-real-time-user-intent\" target=\"_blank\" rel=\"noreferrer noopener\">SeedTag<\/a> to put the Nissan Qashqai front and center for C-SUV shoppers. By using intent-based audience segmentation in their campaign, they cut cost per quality lead by 68%, lowered <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-cpl-cost-per-lead\/\" target=\"_blank\" rel=\"noreferrer noopener\">cost per lead<\/a> by 35%, &amp; increased the number of qualified visits by 3x.<\/p>\n\n\n\n<h3><strong>Trend #4: AI in Advertising (Gen+Agentic)<\/strong><\/h3>\n\n\n\n<p>That era is not far where a part of a marketer\u2019s success will be defined by their automated workflows. But why? Because that\u2019s how efficient AI is. While generative AI can help a publisher with content creation, agentic AI can take their revenue to the finish line.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Agentic AI has changed how publishers view ad <a href=\"https:\/\/www.adpushup.com\/blog\/best-app-monetization-platform\/\" target=\"_blank\" rel=\"noreferrer noopener\">monetization<\/a>. It has led to intelligent <a href=\"https:\/\/www.adpushup.com\/blog\/best-ad-placement-strategies-on-your-website\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad placements<\/a>, automated <a href=\"https:\/\/www.adpushup.com\/blog\/ab-testing-for-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\">A\/B testing<\/a>, <a href=\"https:\/\/www.adpushup.com\/ad-layout-optimization\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad layouts<\/a>, <a href=\"https:\/\/www.adpushup.com\/blog\/ad-performance\" target=\"_blank\" rel=\"noreferrer noopener\">ad performance<\/a> forecasting, and optimization for page latency. Agentic AI in programmatic advertising has also increased publishers\u2019 <a href=\"https:\/\/www.adpushup.com\/blog\/a-complete-guide-to-digital-ad-operations\/\" target=\"_blank\" rel=\"noreferrer noopener\">AdOps<\/a> teams&#8217; <a href=\"https:\/\/www.adpushup.com\/blog\/the-ultimate-guide-to-real-time-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\">real-time<\/a> responsiveness.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Many are now benefiting from the results as well. For example, according to <a href=\"https:\/\/www.linkedin.com\/in\/vladyslav-lazurchenko?\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Vladyslav Lazurchenko<\/a>, CEO of JackpotSounds, Agentic AI can yield up to 20\u201330% more than conventional rule-based optimizers. So, if you plan to ace your 2026, start with automated workflows.<\/p>\n\n\n\n<h3><strong>Trend #5: DPO+SPO<\/strong><\/h3>\n\n\n\n<p>Supply path optimization has been a buzzword in AdTech for quite some time. It\u2019s a process advertisers use to optimize their path to quality inventory. However, even publishers are here to level the playing field with their own version of SPO \u2014 Demand Path Optimization. The process is almost the same, but publishers do it to reach advertisers.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>With the lines blurring between <a href=\"https:\/\/www.adpushup.com\/blog\/top-supply-side-platforms\/\" target=\"_blank\" rel=\"noreferrer noopener\">SSPs<\/a> and <a href=\"https:\/\/www.adpushup.com\/blog\/top-dsps\/\" target=\"_blank\" rel=\"noreferrer noopener\">DSPs<\/a>, publishers are doing everything they can to reduce intermediaries and cut overhead costs. According to us, DPO will be one of the programmatic advertising trends that define 2026.<\/p>\n\n\n\n<h3><strong>Trend #6: Sell-side Curation<\/strong><\/h3>\n\n\n\n<p>Another 2026-defining programmatic advertising trend for publishers is sell-side curation. It\u2019s part of sell-side decisioning, in which inventory is bundled and data-enriched before being offered to advertisers. But why call it sell-side curation? Because it shifts the curation task from DSPs to the SSPs.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Sell-side curation not only helps publishers stay within the ambit of SPO but also reduces reliance on third-party cookies. Publishers who hop on the bandwagon early on will surely gain an upper hand in the coming years.<\/p>\n\n\n\n<h3><strong>Trend #7: Attention Metrics<\/strong><\/h3>\n\n\n\n<p>As the programmatic advertising landscape continues to grow, marketers are increasingly shifting from traditional metrics to attention metrics. This has clearly come from the need for quality amidst the growing quantity.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Attention metrics help advertisers and publishers understand the user-ad dynamics beyond <a href=\"https:\/\/www.adpushup.com\/blog\/how-to-improve-ad-viewability\/\" target=\"_blank\" rel=\"noreferrer noopener\">viewability<\/a>. It measures whether an ad was noticed, understood, and remembered by the user.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><a href=\"https:\/\/www.adelaidemetrics.com\/blog\/adelaide-launches-2025-outcomes-guide-collection-of-case-studies-demonstrates-average-41-upper-funnel-and-55-lower-funnel-lift-from-attention-metrics\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Adelaide<\/a> claims that attention-driven tactics can boost lower-funnel performance by 55% and upper-funnel performance by 41%, increasing awareness and conversions. It\u2019s clear that attention metrics are not vanity metrics, but real growth indicators. Hence, if you want to make a mark, 2026 is the year to switch to attention metrics.<\/p>\n\n\n\n<h3><strong>Trend #8:Omnichannel Targeting<\/strong><\/h3>\n\n\n\n<p>While omnichannel targeting is mainly discussed among advertisers, it\u2019s increasingly a concept publishers should be aware of as well. For marketers, the sky is the limit; they are shifting from <a href=\"https:\/\/www.adpushup.com\/blog\/cross-device-tracking\/\" target=\"_blank\" rel=\"noreferrer noopener\">cross-device targeting<\/a> to omnichannel targeting. One of the significant reasons behind the rise of omnichannel targeting is the emergence of MadTech (AdTech + <a href=\"https:\/\/www.adpushup.com\/blog\/the-rise-of-martech-and-what-it-means-for-adtech\/\" target=\"_blank\" rel=\"noreferrer noopener\">MarTech<\/a>).<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Companies like StackAdapt have already started experimenting with omnichannel targeting. It has recently introduced email marketing to its platform, allowing advertisers to unify <a href=\"https:\/\/www.adpushup.com\/blog\/native-ads-vs-display-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">display<\/a>, <a href=\"https:\/\/www.adpushup.com\/publisher\/native-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">native<\/a>, connected TV (CTV), digital out-of-home (DOOH), and email campaigns within a single workflow.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>By tapping into the user\u2019s touchpoints, such targeting tactics can drive conversions in real-time.<\/p>\n\n\n\n<h3><strong>Trend #9: Outstream Video Ads<\/strong><\/h3>\n\n\n\n<p>One of the programmatic advertising trends shaping 2026 for website publishers is <a href=\"https:\/\/www.adpushup.com\/blog\/outstream-video-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">outstream ads<\/a>. As <a href=\"https:\/\/www.adpushup.com\/blog\/instream-video-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">in-stream video ads<\/a> are restricted to video environments, out-stream video ads and accompanying content ads will continue to see an uptick in use.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>These ads offer multiple benefits to publishers: a native-like look, compatibility with non-video environments, and freedom from the limitations of <a href=\"https:\/\/www.adpushup.com\/blog\/pre-roll-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">pre-roll ads<\/a>.According to <a href=\"https:\/\/epom.com\/blog\/ad-server\/outstream-video-ads\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Epom<\/a>, out-of-stream video advertising has a longer <a href=\"https:\/\/www.adpushup.com\/blog\/5-ad-engagement-strategies\/\" target=\"_blank\" rel=\"noreferrer noopener\">engagement rate<\/a> and a greater <a href=\"https:\/\/www.adpushup.com\/blog\/adsense-ctr-everything-you-need-to-know\/\" target=\"_blank\" rel=\"noreferrer noopener\">click-through rate<\/a> than in-stream video advertising.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>As publishers explore ad formats to increase engagement and revenue, outstream video ads can help them achieve their goals.<\/p>\n\n\n\n<h3 id=\"h-trend-10-sustainability-in-adtech-green-adtech\"><strong>Trend #10: Sustainability in AdTech<\/strong> (Green AdTech)<\/h3>\n\n\n\n<p>Sustainability has been one of the prime initiatives of the advertising stakeholders. Moreover, modern consumers, especially Gen-Z, are showing their concern towards environmental care. A study found that the advertising industry is responsible for <a href=\"https:\/\/www.exchangewire.com\/blog\/2023\/10\/24\/navigating-the-nexus-of-advertising-sustainability-and-attention-metrics-insights-from-duration-medias-brian-murphy\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">2% to 4%<\/a> of greenhouse gas emissions, which is at par with the aviation industry.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Programmatic advertising is wholly based on machine learning, a process that utilizes high processing power. A huge amount of energy is consumed when data is shared across <a href=\"https:\/\/www.adpushup.com\/blog\/the-ultimate-guide-to-ad-servers\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad servers<\/a>. For example, A single programmatic display <a href=\"https:\/\/www.adpushup.com\/blog\/ad-impressions\" target=\"_blank\" rel=\"noreferrer noopener\">ad impression<\/a> may encounter <a href=\"https:\/\/www.exchangewire.com\/blog\/2023\/10\/24\/navigating-the-nexus-of-advertising-sustainability-and-attention-metrics-insights-from-duration-medias-brian-murphy\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">up to 135 bids<\/a>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>With that being said, more and more companies are coming forward with their sustainability initiatives to reduce carbon emissions. According to an <a href=\"https:\/\/www.adexchanger.com\/sustainability\/expect-less-talk-more-action-and-ad-industry-sustainability-standards-in-2024\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AdExchanger<\/a> article, reducing scope 3 emissions\u2014which are emissions generated by supply chain partners\u2014rather than the reporting company&#8217;s direct emissions, is the main goal.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><a href=\"https:\/\/www.mediavine.com\/newsroom\/mediavine-joins-ad-net-zero-to-accelerate-sustainability-progress-in-ad-tech\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">MediaVine<\/a> has joined Ad Net Zero to make its work processes more sustainable. On the other hand, <a href=\"https:\/\/marketech-apac.com\/inmobi-advertising-scope3-team-up-for-sustainable-media-offerings-to-reduce-carbon-emissions-in-campaigns\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">InMobi Advertising<\/a> has joined hands with Sope 3 to decarbonize its media and advertising.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>You can also refer to articles by <a href=\"https:\/\/www.forbes.com\/councils\/forbestechcouncil\/2024\/02\/21\/dei-and-sustainability-strategies-for-the-ad-tech-industry\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Forbes<\/a>, <a href=\"https:\/\/www.financialexpress.com\/business\/brandwagon-how-is-adtech-tackling-carbon-impact-with-ai-and-sustainable-strategies-3613178\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">The Financial Express<\/a>, and <a href=\"https:\/\/martech.org\/adtechs-approaches-to-greener-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">MarTech<\/a> to know more.<\/p>\n\n\n\n<h3 id=\"h-trend-11-privacy-first-platforms\"><strong>Trend #11: Privacy-first Platforms<\/strong><\/h3>\n\n\n\n<p>Privacy has been a central point in programmatic advertising. Apart from embracing <a href=\"https:\/\/www.adpushup.com\/blog\/first-party-data-collection-techniques\/\" target=\"_blank\" rel=\"noreferrer noopener\">first-party data<\/a>, more initiatives are being taken to comply with data privacy laws like <a href=\"https:\/\/www.adpushup.com\/blog\/gdpr-explainer-an-essential-guide-to-the-new-european-data-protection-laws\/\" target=\"_blank\" rel=\"noreferrer noopener\">GDPR<\/a>.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>According to research, <a href=\"https:\/\/www.pewresearch.org\/internet\/2023\/10\/18\/how-americans-view-data-privacy\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">72% of Americans<\/a> support increased privacy regulations.<\/p>\n\n\n\n<p>The growing unease among users on unchecked data harvesting has prompted the industry to develop privacy-first platforms. So much so that according to a study done by <a href=\"https:\/\/www.bcg.com\/publications\/2020\/responsible-marketing-with-first-party-data\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">BCG<\/a>, 72% users would avoid buying from a brand or using their services due to privacy concerns. Implementing clear and transparent <a href=\"https:\/\/usercentrics.com\/guides\/terms-of-service\/\" target=\"_blank\" rel=\"noreferrer noopener\">terms of use<\/a> can also help build user trust and demonstrate a brand\u2019s commitment to responsible data practices.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>The AdTech industry has come up with many publisher-centric privacy-first platforms like AirGrid to mitigate this shift. Moreover, firms like Lotame have also introduced cookie less DMPs that fully rely on first-party data. These platforms are known to keep user privacy at the center of their operations.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>The changes offer publishers an opportunity to regain control over their data and safeguard their ad revenue via sustainable monetization practices.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>We can see that the prevalence of privacy-first platforms will only increase in the coming years. Complying with these changes will smoothen the ad delivery process and enhance <a href=\"https:\/\/www.adpushup.com\/blog\/ad-performance\" target=\"_blank\" rel=\"noreferrer noopener\">ad performance<\/a>. Hence, it&#8217;s never too late to hop on the bandwagon.<\/p>\n\n\n\n<h3 id=\"h-trend-12-programmatic-audio-ads\"><strong>Trend #12: Programmatic Audio Ads<\/strong><\/h3>\n\n\n\n<p>The last in our list of programmatic advertising trends 2026 is <a href=\"https:\/\/www.adpushup.com\/blog\/what-are-programmatic-audio-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">programmatic audio ads<\/a>. As streaming services become increasingly popular with customers, demand for digital audio advertising is rising globally.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>According to <a href=\"https:\/\/www.statista.com\/outlook\/amo\/advertising\/audio-advertising\/digital-audio-advertising\/worldwide\">Statista<\/a>, the digital audio advertising market is expected to grow at a compound annual growth rate (CAGR) of 5.62%, reaching US$14.84 billion by 2029.<\/p>\n\n\n\n<p>The rise in podcast usage and the popularity of audio streaming services like Spotify have significantly opened up new markets for programmatic audio advertising.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Audio advertisements are especially useful in reaching your audience during activities where visual ads are impractical. These ads provide a distinctive means of connecting with people without being intrusive. Companies like Amazon have also joined the league by introducing interactive audio ads to engage their audience while delivering relevant and impactful ads.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>As we move towards 2026, we will see more applications of programmatic audio ads. This rise in the trend provides publishers with a unique opportunity to explore newer formats to engage their visitors without seeming irrelevant.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#fff1f5\"><strong>Quick Recap:<\/strong><br>Publishers must embrace first-party data, identity graphs, and data clean rooms to ensure privacy compliance. AI-driven contextual targeting and agentic AI boost performance. Demand Path Optimization empowers publishers, while attention metrics shift focus to user engagement, shaping a smarter, efficient programmatic future.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-background\" style=\"background-color:#fff1f5\"><em>Before you leave, we\u2019d like to do a little self plug about ourselves too. Take a look at what AdPushup does and why we\u2019re hand-picked by Google as a certified publishing partner.<\/em><br><br>AdPushup is a&nbsp;<strong>Google Certified Publishing Partner<\/strong>. Over the years, we have helped web publishers sustainably increase their ad CTRs, CPMs, and overall revenues without compromising on UX.<br><br>Got a minute? Take a look at how we delivered a&nbsp;<strong><a target=\"_blank\" href=\"https:\/\/www.adpushup.com\/wp-content\/uploads\/2020\/02\/CCNA7-AdPushup-min.pdf\" rel=\"noreferrer noopener\">534% ad revenue uplift in 6 Months for CCNA7<\/a><\/strong>. If you want to learn how our technology can do the same for you, go ahead and&nbsp;<a target=\"_blank\" href=\"https:\/\/www.adpushup.com\/publisher\/get-started\/?utm_campaign=Inbound&amp;utm_source=Website&amp;utm_medium=CTA\" rel=\"noreferrer noopener\"><strong>request a demo<\/strong><\/a><strong>.<\/strong><\/p>\n\n\n\n<h2 id=\"h-faqs-programmatic-advertising-trends\"><span class=\"ez-toc-section\" id=\"FAQs_%E2%80%93_Programmatic_Advertising_Trends\"><\/span>FAQs &#8211; Programmatic Advertising Trends<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1683533924208\"><strong class=\"schema-faq-question\"><strong>1. What is programmatic advertising in simple words?<\/strong><\/strong> <p class=\"schema-faq-answer\">Programmatic advertising is the automated buying and selling of ad inventory through a software platform. This technology allows advertisers to target specific audiences and optimize their real-time ad placements.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1683533963668\"><strong class=\"schema-faq-question\">2. <strong>How is programmatic advertising changing the advertising industry?<\/strong><\/strong> <p class=\"schema-faq-answer\">Programmatic advertising is revolutionizing the way that brands and publishers approach digital advertising. With its ability to target specific audiences, measure campaign effectiveness in real-time, and automate the buying and selling process, programmatic advertising is becoming an increasingly popular option for advertisers looking to connect with consumers in more impactful ways.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1683533981174\"><strong class=\"schema-faq-question\"><strong>3. What are some emerging programmatic advertising trends?<\/strong><\/strong> <p class=\"schema-faq-answer\">Some of the most prominent emerging trends in programmatic advertising include the increased use of AI in advertising, omnichannel targeting, increased focus on green AdTech, and the rise of identity graphs and data clean rooms in the wake of the decline of third-party cookies.<\/p> <\/div> <\/div>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>As we are just a few months away from 2026, several trends in programmatic advertising have changed, and publishers should keep a close eye on multiple programmatic advertising trends to maintain a competitive edge. And no, we won\u2019t cover DOOH, contextual targeting, CTV, or even video ads \u2014 that\u2019s very 2025. You already know it<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":84,"featured_media":34658,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6445],"tags":[11297,10711,10694],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>12 Programmatic Advertising Trends Shaping Revenue and Growth in 2026<\/title>\n<meta name=\"description\" content=\"Stay ahead of the curve with the latest programmatic advertising trends for publishers in 2026. Here are the top 12 trends you must know.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/programmatic-advertising-trends\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"12 Programmatic Advertising Trends Shaping Revenue and Growth in 2026\" \/>\n<meta name=\"twitter:description\" content=\"Stay ahead of the curve with the latest programmatic advertising trends for publishers in 2026. Here are the top 12 trends you must know.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2025\/11\/Programmatic_trends_2026.webp\" \/>\n<meta name=\"twitter:creator\" content=\"@adpushup\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Aishwarya Pillai\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; Ad Optimization\",\"publisher\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.adpushup.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/programmatic-advertising-trends\/#primaryimage\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2025\/11\/Programmatic_trends_2026.webp\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2025\/11\/Programmatic_trends_2026.webp\",\"width\":776,\"height\":520,\"caption\":\"Programmatic Advertising Trends in 2026 - AdPushup\"},{\"@type\":[\"WebPage\",\"FAQPage\"],\"@id\":\"https:\/\/www.adpushup.com\/blog\/programmatic-advertising-trends\/#webpage\",\"url\":\"https:\/\/www.adpushup.com\/blog\/programmatic-advertising-trends\/\",\"name\":\"12 Programmatic Advertising Trends Shaping Revenue and Growth in 2026\",\"isPartOf\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/programmatic-advertising-trends\/#primaryimage\"},\"datePublished\":\"2025-11-06T14:01:00+00:00\",\"dateModified\":\"2025-11-23T22:26:44+00:00\",\"description\":\"Stay ahead of the curve with the latest programmatic advertising trends for publishers in 2026. 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