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The media business spent a lot of 2025 reacting: to AI-driven site visitors volatility, to shifting advertiser expectations, and to the collapse of acquainted playbooks.
Waiting for 2026, a dozen media executives instructed ADWEEK they anticipate a yr outlined much less by experimentation and extra by sorting: what scales, what doesn’t, and what audiences and entrepreneurs will truly reward in an AI-saturated surroundings.
Throughout the business, the predictions converge round a number of core concepts.
