In Graphic Detail: Why platforms are turning social video into living room TV

Presented by If 2025 was the year YouTube really turned the screw on traditional TV, 2026 is shaping up as the year the rest of big tech does the same. To see why the living room has become a battleground the major platforms can't ignore, here are five charts that lay it out in graphic detail. Advertisement TOP STORY Marketing on Platforms In Graphic Detail: Why platforms are turning social video into living room TV 2026 is shaping up to be the year that the rest of the platforms join YouTube in turning the screw on traditional TV. 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. 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. Panelists at 4As Gaming Day underscored that the term "gamer" feels increasingly outdated and often unnecessarily creates distance between people and the behaviors they already participate in daily. Partner insights from Activision Blizzard Media. MARKETING Marketing in Sports Avocados From Mexico turns to AI to advertise around the Super Bowl instead of a TV buy As Super Bowl ad prices climb, Avocados From Mexico is leaning further into an AI activation designed to drive engagement and utility in real time. 'JG believed that even in a demanding industry, it was possible to lead with both rigor and humanity' The industry pays respects to OpenX CEO John Gentry, who sadly passed away last week. A MESSAGE FROM TDFOUNDATION First can't miss digital media event of 2026 Continue to ring in the New Year on Jan. 22 at the TDF Holiday Cocktails Gala, hosted by New York Athletic Club. Come celebrate the TD Foundation's 2025 successes and discuss how they've helped the children and families of wounded warriors and fallen heroes. Tickets are $300 — $200 for young professionals under 30. Join the 20th annual event at 180 Central Park South, New York, NY 10019, and enjoy spectacular views of Central Park. RSVP Now PARTNER INSIGHTS FROM TALON.ONE Why brands should take a unified approach to incentives marketing 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. MEDIA BUYING Member exclusive Media Buying Briefing: How Horizon and Havas' JV aims to distinguish itself in a 'red ocean' The joint venture is involved in multiple pitches for businesses with a strong U.S. base and international aspirations, while visiting pitch consultants to make sure it's part of the consideration set.  Strategizing for the Future Forrester's principal media report: It's here to stay, so wise up on how to use it The report acknowledges that the practice of principal media will only grow, but it offers ways to increase transparency around the opaque process. 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 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. ICYMI AI Revenue Generation Mythbuster: What AI is not about to do in advertising As the hype around AI thins into something closer to reality, the ad industry is quietly drawing a line around what LLMs can do — and what they will not be trusted to touch. 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