Opinion

Industry experts predict agentic AI will shift media buying processes from manual optimization to autonomous execution, collapsing the divide between media allocation and production while elevating strategy, governance, and creative resonance as the true competitive differentiators.

Advances in measurement have helped out-of-home become a steadily growing ad channel.

Celebrity-driven humor dominated Super Bowl LX as brands paid upward of $10 million for 30 seconds to reach a potential audience of more than 125 million viewers. Still, companies like Salesforce and Doritos signal a shift toward measurable performance and second-screen activation over traditional brand-building.

The era of AI advertising is imminent. What it will look like, no one can be entirely sure.

The value of a Super Bowl ad goes beyond return on ad spend.

Outcome-based measurement is pushing brands to shift their ad spend to retail media networks.

From measurement to optimization, Goodhart’s five predictions reveal how AI will reshape marketing in 2026.