Integral Ad Science (Nasdaq: IAS) has released its 2026 Industry Pulse Report, revealing how advertisers are navigating an increasingly complex digital media landscape. The report highlights cautious adoption of AI, heightened focus on digital video and social media, and a renewed emphasis on media quality as a driver of campaign performance.
AI Opportunities and Risks
Generative AI is reshaping how content is created, delivered, and measured—but marketers approach it with both excitement and caution.
- 61% of media experts are enthusiastic about AI’s potential for speed, personalization, and campaign scale.
- 83% see the rise of AI-generated social media content as a significant risk needing careful monitoring.
- 84–86% prioritize third-party verification to identify and classify AI-generated content across social media and digital video platforms.
Digital Video and Social Media Take Center Stage
Video continues to command both attention and investment, while social media remains a key environment for engagement.
- 88% cite digital video as a top priority, surpassing display and audio.
- 84% highlight social media as a top advertising focus.
- 87% emphasize brand safety and creator suitability in digital video, with 82% saying the same for social media platforms.
Media Quality Remains Fundamental
Amid rapid AI adoption, media quality—encompassing brand safety, ad fraud prevention, and content suitability—remains critical.
- 86% prioritize identifying and avoiding AI-generated content in digital video.
- 83% highlight ad fraud, viewability, and brand suitability as essential for retail media performance.
- 69% cite ad content adjacency as a major challenge, with risky content, deepfakes, and influencer content leading the list.
“AI adoption surged in 2025, leaving publishers and advertisers balancing opportunity with oversight,” said Jeremy Kanterman, VP of Research and Insights at IAS. “The 2026 Industry Pulse shows a cautious, quality-focused industry investing in digital video, social media, and influencer marketing while keeping a watchful eye on AI-related risks.”
