2025 saw the ad tech sector mature as we grow into the era of the premium open internet, where consumers are most leaned in and engaged. Across the industry, brands and agencies are embracing tools and solutions that allow them to operate with objectivity, to measure ROI with precision, and to optimise relevance and value.
We expect this to continue in 2026 through growth and further innovation; From supply side efficiencies to AI-enabled targeting, here are three ad tech trends to watch over the next 12 months.
Premium media will win
There are no signs that the growth of the premium open internet is about to slow down. Disney, Spotify, OSN and The Guardian are just a handful of the world’s largest media brands adopting tools to make their inventory more accessible to advertisers. This isn’t happening by chance. It reflects growing demand from brands to appear alongside the best content: from captivating drama series to interpreting the latest news to quality podcasts.
Research conducted by The Trade Desk, in partnership with PA Consulting, found that premium media outlets are 1.3 times more effective at driving purchase intent than less premium environments, translating to stronger sales for brands. These spaces also create more emotional resonance and trust with audiences, building both engagement and credibility for marketers.
Premium media is ultimately where audiences are more engaged and attentive – and investing in them is the most assured way to drive ROI. The marketers who continue to recognise this will be amongst the biggest winners in 2026.
Data and AI will continue to unlock better results
What sets our industry apart is the sheer volume of high-quality data that’s available. From retail data to attention metrics, advertisers have a huge amount of insight to inform smart, targeted campaigns across multiple digital channels. Layering AI on top of this data further supercharges marketers’ ability to reduce wastage and buy media with precision and impact.
Unlike many industries, AI is nothing new in the world of digital advertising. But what has changed is marketers’ awareness and interest in it. This means we’re going to see more marketing teams proactively seek out and adopt tools and products that use AI, helping them to achieve more and often demonstrate the impact of their work more clearly to the board room.
In the Middle East we are working with premium partners like MAF Carrefour to maximise the potential that sits in retail data, which helps advertisers be more accurate in their targeting, ultimately ensuring the greatest impact across omnichannel advertising.
Cleaning up the supply chain for greater transparency
Scrutiny on advertising budgets won’t go anywhere in 2026, meaning the drive towards a more efficient supply chain that improves ROI will only accelerate. As a result, we can expect to see more pressure on resellers swimming in murky waters.
The ad tech sector has made progress in recent years, but the industry still feels the impact of the “walled garden” approach. We need to fix that by making the value of inventory clear for media buyers, so they, in turn, will reinvest with premium publishers. These efforts are gathering momentum. Recently, a major news publisher who deployed The Trade Desk’s OpenPath saw their fill rate increase by 7 times, leading to a revenue increase of more than 25 percent.
From a growing commitment to cleaner supply chains, and a strong uptake of open-internet targeting tools, 2025 set the industry in a more positive cycle. In the Middle East, this is a journey publishers, agencies, advertisers and tech providers need to take together for the survival and progress of the local industry. The more that advertisers prioritise premium, transparent inventory, the faster these trends will come to fruition in 2026, and The Trade Desk will drive this mission forwards, for the benefit of all players locally, something which the “walled gardens” have no interest in developing or preserving.
By Terry Kane, Managing Director MEA at The Trade Desk
