For platforms, here’s what’s not going to happen in 2026

January 02, 2026 TikTok existing in the U.S. beyond the realms of a legal ban, Meta winning its antitrust trial, and Omnicom partnering with X were not quite on Digiday's bingo card for 2025. Instead of predicting what might happen, here is what Digiday believes won't actually happen in next year. TOP STORY Marketing on Platforms For platforms, here's what's not going to happen in 2026 Rather than the traditional platform predictions, this is a list of what Digiday believes won't happen next year. Advertisement OTHER THINGS TO KNOW Even many of the most successful challenger brands are stuck with siloed data and rented identity, lacking the 360-degree customer view they want. Partner insights from Adstra. As AI evolves from automation to autonomy, marketers are rethinking how campaigns run and how marketing organizations operate. Virgin Money is using AI-driven audience optimization so its agency team can focus on strategic tasks — all while reaping the rewards of improved performance as noted by its agency partner, mFuse. Partner insights from Quantcast. Media buyers today operate several disconnected point solutions, and publishers mirror this complexity. Ad tech unification will take the convergence of two powerful forces: agentic AI’s rise and the discipline of supply path optimization. Partner insights from PubMatic. MEDIA & PLATFORMS Marketing on Platforms After watching X's ownership issues play out, marketers brace for TikTok whiplash in 2026 TikTok’s ownership drama has echoes of X (formerly Twitter), but ad performance has kept marketers for fleeing—for now. Generative AI A timeline of the major deals between publishers and AI tech companies in 2025 Here's a list of all the major deals signed between publishers and AI tech companies in 2025. PARTNER INSIGHTS FROM SIMPLEFEED Is rethinking syndication the way forward for publishers in the AI era? With the rapid decline in search and social referrals, publishers have never faced a more challenging environment. How do publishers reach viewers, build brand recognition and generate revenue? Syndication is an answer. See how it works Agency Culture 'There's no room for purists': Generative AI is altering the agency junior talent search AI is altering agency business models. It’s altering the skills they're hiring for and where they're hiring them from, too. PARTNER INSIGHTS FROM TATARI Why pairing programmatic with direct buying improves CTV reach Because 90% of CTV impressions come from just 10 publishers, brands that rely on programmatic advertising may miss out on reaching broader audiences. Publisher-direct buys provide the reach and relevance that programmatic alone can't guarantee. Advertisement YEAR IN REVIEW The Programmatic Marketer The Trade Desk's redefinition of supply paths ripples across ad tech In ad tech, labels aren't just cosmetic. They define how the market sees itself. PARTNER INSIGHTS FROM FULLTHROTTLE.AI Why CFOs are looking for ad tech that blends marketing and finance needs Most ad tech platforms are built for CMOs, so the real breakthrough is finding one that's also built for CFOs — a true ad tech operating system that unites marketing performance with financial precision. Zero-click Future Google AI Overviews linked to 25% drop in publisher referral traffic, new data shows Organic search referral traffic from Google is declining broadly, with the majority of DCN member sites – spanning both news and entertainment – experiencing traffic losses from Google search between 1% and 25%. DIGIDAY+ IN REVIEW Member exclusive Media Buying Briefing: How Publicis is winning and keeping clients, even as competitors cry foul A picture becomes clear of how Publicis is using a variety of tools to beat its competitors to winning clients or luring them away. 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