5 Trends We’re Watching for 2026
12.4.2025 | Diana Berry
As 2025 winds down, the media and marketing landscape feels both familiar and entirely new. AI is reshaping strategic approaches and execution, privacy laws are rewriting the rules of data, and rising costs are testing every planner’s ingenuity. The coming year will demand smarter strategy, clearer measurement, and stronger relationships with audiences. Here are five trends Inline Media is watching closely as we head into 2026.
1. Generative Engine Optimization (GEO)
Search is no longer just about ranking; it’s about being referenced. As users increasingly get answers from AI-powered assistants like ChatGPT, Gemini, or Perplexity, the way information is discovered and trusted is changing. Generative Engine Optimization, or GEO, focuses on how to make your content visible to those AI models that synthesize and cite sources rather than list links. To prepare, think like a machine and a human. The content that wins in generative search will be factual, well-structured, and clearly attributed. Organizations should write with “answer intent” in mind, anticipating how people phrase real questions (“how do I quit smoking in Colorado?” rather than “tobacco cessation resources”). They should also work to strengthen credibility through original research, data transparency, and earned media mentions. GEO isn’t just the next SEO, it’s about building content ecosystems that AI trusts to speak for you. An article from Forbes from January 2025 provides further explanation and thoughts on implementation.
2. AI in Creative and Personalization
AI is transforming the creative process from end to end. Large brands like Coke-a-Cola and Nike have already been experimenting with AI-generated video. But this shift isn’t only for major advertisers. In 2026, even smaller campaigns can tap AI to scale creative testing, adjust messaging by audience segment, and produce dozens of on-brand variations faster than ever before.
The opportunity is clear: AI can help creative teams be more nimble and data-informed. The caution is equally important: automation without empathy can miss the mark. For Inline and our clients, AI should serve as an amplifier of human insight, not a replacement. The brands and campaigns that stand out in 2026 will use AI to personalize stories without losing authenticity or humanity.
3. Inflation and Budget Efficiency
Media inflation is settling in around 3–5% for 2026 and the impact on budgets will not be insignificant, meaning advertisers need to find efficiency without compromising results. The answer lies in flexibility, shifting media dollars between channels as performance changes, finding targeted reach, considering how creative versioning can be streamlined, and implementing effective measurement strategies.
Rising costs can be an opportunity to become more disciplined. By building inflation assumptions into plans early, marketers can test media mixes that maintain impact even as CPMs climb. Creative longevity also becomes a form of savings: one strong concept that can flex across CTV, social, and display beats three one-off productions. Efficiency in 2026 won’t mean cutting, it will mean planning smarter, negotiating better, and optimizing faster.
4. First-Party Data and Privacy
For years, the countdown to the “cookiepocalypse” has loomed. It is now apparent that it’s less of a sudden cliff and more of a slow fade. Google continually delayed the full phase-out of third-party cookies in Chrome and currently supports third-party cookies indefinitely, albeit with various opt-in requirements. But even as the conversation has evolved, the direction has become increasingly clear; privacy-first data is here to stay and consumers are being given more control over what data they share and how it’s used.
For marketers, this means continuing to build or to begin building owned data ecosystems now. Email lists, loyalty programs, resource hubs, and sign-ups are the new foundation for targeting and personalization. The goal is not to replace the cookie, but to create relationships that people choose to have. For advertising campaigns, building trust is essential, audiences will share data when they understand the value exchange and believe their privacy is protected. The brands that succeed will treat data collection as a conversation, not a transaction.
5. Measuring What Matters
Clicks and impressions tell a simple story, albeit a bit incomplete. With campaigns running across more devices and channels than ever, measurement must evolve beyond volume to impact. In 2026, let’s shift from “how many people saw it?” to “what changed because they did?” For public awareness and behavior change initiatives, this could mean tracking awareness lift, message recall, or engagement with support services.
Measurement will increasingly require a layered approach; outputs like reach and frequency paired with outcomes like attitude shifts or behavior change. It’s also becoming more dynamic, real-time dashboards and incremental testing have replaced static post-campaign reports. For Inline Media, this mindset is already core to how we evaluate success. Measurement is not a final step; it’s a continuous loop that informs sharper targeting, better creative and more meaningful outcomes. In January we will provide a deeper analysis of measurement options and recommendations.
The Bottom Line
The coming year will demand more precision, creativity, and accountability from marketers. At Inline, we’ll keep monitoring each of these trends, while keeping an eye out for new and emerging topics as we head into the new year.