Marketers are keeping budgets steady but want proof of value. Publishers must show measurable results, trusted environments, and richer content to win selective ad spend.
Marketing budgets are holding steady in 2026, but publishers are under pressure to prove their value as advertisers become more selective about where they invest. The latest IPA Bellwether Report indicates that while economic uncertainty persists, brand-building budgets remain resilient and video is a standout growth area. For publishers, this means that quality, trust, and measurable outcomes are now more important than reach alone.
Industry executives say marketers are scrutinizing every investment, demanding clear evidence of what each dollar delivers. Sarah Lawson Johnston of Vudoo noted that brands want content experiences that not only drive awareness but also enable measurable outcomes, especially as consumer journeys become more fragmented. She said publishers who can connect engagement directly to commerce will be better positioned to attract ad spend.
Joseph Worswick of OpenX observed that marketers can no longer rely on scale alone and are seeking media partners who offer reliable audience signals and premium environments. He emphasized that every impression must demonstrate its worth, and publishers who can guarantee supply quality have a competitive edge.
Keith Arrowsmith of Onetag pointed out that sustainable business growth now requires long-term investment, not just short-term activation. He said the programmatic open web is at a turning point, with advertisers looking for environments that deliver measurable value rather than just low-cost reach. Advances in AI-driven decisioning, immersive creative formats, and outcomes-based optimization are helping publishers close the gap with walled gardens.
Pierce Cook-Anderson of Mail Metro Media reported that advertisers are becoming more selective about the environments where they build brands. He said demand is shifting toward publishers that enable brands to tell richer stories and earn attention as audiences move between reading, watching, and listening. According to Mail Metro Media research, trusted media environments deliver stronger attention, recall, and commercial performance.
Hugo Welkers of Refinery89 welcomed continued budget growth but warned that chasing scale has eroded publisher revenues over time. He argued that supporting publisher businesses and creating more efficient supply paths are essential for sustaining momentum and maximizing value for both advertisers and media owners.
The Bellwether Report also highlights the strategic importance of video for publishers. Charlotte Wells of Reach said her organization has placed video at the center of its newsrooms and studio offerings, with growth in video and events driving investment across editorial, social, commerce, and live experiences. This integrated approach helps brands connect with audiences across multiple touchpoints.
Fiona Salmon of Mantis said publishers face challenges in unlocking the full value of their expanding video libraries. She noted that much of the video content is difficult to categorize, and the industry needs to improve labeling and metadata to help advertisers discover relevant inventory.
Attention alone is no longer enough, according to the report. Publishers are expected to show how engagement leads to measurable business performance. Lawson Johnston said the value of content now depends on what happens after engagement, whether consumers discover products through creators, trusted publisher environments, or other digital channels. She believes closing the gap between inspiration and action will become increasingly important as brands seek more accountable marketing investments.
Arrowsmith added that AI offers both opportunities and responsibilities for publishers. While AI can make advertising smarter and more accountable, he cautioned that its benefits will be lost if it is used only as a cost-cutting tool.
The findings suggest publishers who combine premium environments, richer content experiences, and transparent performance measurement are well positioned for the next phase of digital advertising. This shift is also reflected in recent moves by major publishers, such as Reach plc's launch of a new events division to turn editorial brands into live experiences for advertisers, as reported in coverage of Reach's expansion into live events.
