Advertisers keep ad spending flexible as uncertainty persists

January 29, 2026 Political shocks, platform upheaval and fresh economic jitters have piled new uncertainty onto an already fragile market so far in 2026. But ad execs are now less driven by faith in a steady economy and are instead relying on their own ability to navigate one that isn't. TOP STORY Navigating Economic Instability 'There seems to be a mind shift': Advertisers keep ad spending flexible as uncertainty persists Any thin hope marketers had that 2026 might calm the turbulence of last year didn't survive January, as political shocks, platform upheaval and fresh tariff-induced economic jitters piled new uncertainty onto an already fragile market. Nobody expected serenity to be clear. The hope was for a more predictable kind of chaos: slower regulatory fights, fewer […] Advertisement OTHER THINGS TO KNOW If you ask someone in ad tech what makes an ad quality, they'll likely give the answer: viewable and human. But these barely scratch the surface, and there are signals that tell a fuller story. Partner insights from Browsi. The future of customer loyalty lies in a unified incentives marketing strategy where outcomes are tied to concrete business goals and can be clearly measured. The results: increased profitability and greater customer lifetime value. Partner Insights from Talon.One. The discussion around brand safety and suitability has matured. The industry is now entering a new phase, where brands expect more control, more extensibility into walled gardens and closer accountability to outcomes. Partner insights from Channel Factory. MEDIA & PLATFORMS Marketing in Sports Inside NBCU's $3 million Peacock Super Bowl pitch February’s Big Game carries a big price tag for streaming inventory, and buyer need to double down. Still, it hasn’t put marketers off investing. Zero-click Future Google's forced AI opt out: what changes — and what doesn't — for publishers Publishers want the Competition Markets Authority to impose harder structural remedies on Google regarding its AI crawler vs. behavioral ones. PARTNER INSIGHTS FROM QUANTCAST Autonomous AI is unlocking a new way forward for performance marketing Autonomous advertising learns continuously, adapts instantly, frees teams from operational drag, unlocks audiences others can't see and compounds performance over time — extending expertise for performance marketers. Marketing on Platforms Some TikTok Shop sellers pull back as the platform moves to end independent shipping in the U.S. TikTok Shop's move to end independent shipping is pushing some U.S. brands to scale back or exit the platform. PARTNER INSIGHTS FROM ACTIVISION BLIZZARD MEDIA As every screen becomes a gaming screen, brands reframe gaming The fluidity with which players move between platforms unlocks diverse creative and strategic opportunities for brands. It's now about arming planners, strategists and buyers with the tools to advocate for gaming within their organizations. Advertisement DIGIDAY+ Member exclusive Media Briefing: 'A bitter pill': ChatGPT ads are coming – where do publishers fit? ChatGPT ads are coming, and publishers fear they'll be underwriting OpenAI's ad business while losing control over distribution and dollars. PARTNER INSIGHTS FROM ZETA GLOBAL How community helps publishers with revenue and personalization goals Community offers publishers a unique way to engage with their audience that presents more personalized experiences to subscribers, deepens connections with audiences and fosters long-term loyalty, while providing multiple avenues for sustained revenue. ICYMI Marketing on Platforms TikTok's confirmed U.S. deal still leaves unanswered questions While a lot of the details seems familiar, it still doesn't answer the inevitable unknowns. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy