Digiday Media Agency Report 2026: How agencies adapt to a media landscape shaped by AI and creators
Digiday ·
Media agencies are navigating an increasingly complex advertising landscape — and advertisers are reassessing their media strategies.
Media agencies are navigating an increasingly complex advertising landscape, as economic uncertainty, fragmented media consumption and rapid advances in technology continue to reshape how brands reach consumers. At the same time, advertisers are reassessing their media strategies, looking for greater flexibility in how they allocate budgets and new ways to connect with audiences.
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.
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