How agencies adapt to a media landscape shaped by AI and creators
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The 2026 Media Agency Report is here. This member-exclusive annual report draws on original survey research and an in-depth focus group with leaders from UM, Horizon Media, Novus and two other agencies to examine how they’re evolving their businesses, navigating client demands by category and adapting to economic uncertainty — including shifting budgets. It’s the playbook top agency executives use to benchmark against their peers and ensure they know what’s coming next.
For a limited time, save 40% on access to the report alongside a three-month Digiday+ membership. As a Digiday+ member, you’ll also tap into:
- Weekly briefings delivered to your inbox on media buying, the future of marketing, the future of TV, ad tech and media
- A library of proprietary research and reports
- Unlimited and early access to Digiday's premium content
- In-person and virtual member event access
Dive into the 2026 Media Agency Report today to gain an Advertising Week advantage. Get a sneak peek below.
AI search and creator marketing are adding another layer of change to the agency landscape, creating opportunities to expand services while raising new questions about costs, capabilities and the future of media planning. Digiday’s 2026 media agency report examines how agencies and their clients are adapting to these and many other shifts, from media spending and channel investment to creator partnerships and the evolving role of AI.
To assess the current state of media planning and buying, Digiday+ Research surveyed agency professionals in Q3 2026. In addition, a focus group of senior executives who oversee media investment and technology at Go Fish Digital, Horizon Media, Novus, Tinuiti and UM provided valuable first-person accounts of client spending. The result is a crucial snapshot of an industry in the midst of economic uncertainty, fragmented media consumption and rapid advances in technology.
Read the full report to learn how advertisers are reassessing their media strategies and rebuilding their businesses, including:
- How creator content is stacking up against traditional creative
- Where AI is saving money and where it's costing agencies
- Why it's still hard to get clients to fully commit — upfront or otherwise
- Which channel budgets are growing and which are shrinking
Digiday @ Advertising Week
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