Integral Ad Science (IAS), a media measurement and optimisation platform, has published its 2026 Industry Pulse Report for the UK. The findings point to digital video, social platforms and mobile as central to next year’s media plans, with the industry addressing a sharp increase in AI-generated content and creator-led media, pointing to a complex media environment where innovation requires balance with a strong emphasis on brand protection and performance.

“Across the UK market, we’re seeing organisations build on the momentum of digital video and social, while also recognising that the whole media ecosystem is changing constantly and quickly,” said Csaba Szabo, MD EMEA at IAS. “Influencer and AI-driven content are creating new opportunities, but they’re also introducing uncertainty. This year’s Industry Pulse Report highlights that media quality and transparency remain central priorities. Notably within the report, 40 per cent of UK publishers cite monitoring carbon emissions from programmatic advertising as their top issue for 2026, signalling the growing importance of sustainability as a key aspect of media quality.”

The industry’s view of AI is shaped by both optimism and caution

AI’s role in digital media expanded rapidly in 2025, and UK experts are looking to take advantage without undermining media quality. More than half (56 per cent) of respondents say adjacency to AI-generated content will be a major challenge in 2026, and 40 per cent see unsuitable AI content as one of the most serious threats to media quality. That concern is carried across channels:

• 73 per cent believe rising levels of AI-generated content on social platforms will need monitoring;

• 77 per cent say advertisers will need the ability to identify, classify, target, and avoid potentially unsuitable AI-generated material across digital video as it becomes more prevalent;

• 77 per cent warn that retail media networks will need stronger oversight.

The demand for verification is strengthening as a result. 81 per cent say third-party verification will be important for identifying and classifying AI-generated content within social feeds. In digital video, 78 per cent believe external verification will play a central role in helping advertisers steer clear of deceptive AI formats, such as deepfakes. When asked which types of AI content they would avoid entirely, respondents pointed most often to material that contains inaccurate information or hallucinations (68 per cent) and to content that creates a spam-like or cluttered user experience (63 per cent).

Social and digital video remain the backbone of UK media plans

Digital video continues to attract strong investment, with 87 per cent of media experts naming it a top priority ahead of display (81 per cent) and audio (55 per cent). Social platforms remain a dominant part of the strategy, cited as a priority by 82 per cent, and mobile continues to lead as the most important media channel overall at 79 per cent.

As these environments mature, suitability considerations are moving to the forefront. Influencer-driven content is playing a larger role in planning, and UK media professionals are responding accordingly.

• 89 per cent say the suitability of influencers and creators will be a key factor when advertising alongside digital video content;

• 79 per cent say creator suitability will shape their advertising decisions on social platforms;

• 77 per cent expect influencer marketing to become a more significant component of social strategies in 2026.

Expectations for measurement on social platforms are rising at the same pace. Most (85 per cent) respondents regard both attention and viewability as important metrics for assessing performance.

Media quality holds its position as a foundation for performance

For advertisers and agencies, media quality remains a defining priority. Ad content adjacency dominates, cited by 78 per cent of respondents. Ad fraud and made-for-advertising (MFA) content sit close behind at 50 per cent, and 40 per cent point to ongoing difficulties around measurement and outcomes. Within adjacency risks, AI-generated content stands out most clearly, with 56 per cent saying these formats will demand the greatest attention.

Publishers are feeling their own set of pressures. The top issue of significant focus for publishers  in 2026 (40 per cent) is monitoring the carbon emissions linked to programmatic advertising, while 35 per cent highlight poor viewability as a continuing challenge.

Retail media networks are also placing more weight on quality-driven indicators:

• 84 per cent say attention measurement will be important when assessing campaigns;

• 82 per cent emphasise the contribution of viewability and brand suitability to performance;

• 78 per cent underscore the need for creator suitability;

• 77 per cent note the rising presence of AI content across retail environments.

CTV reflects many of the same dynamics:

• 84 per cent say attention will be a key metric for judging CTV performance;

• 82 per cent anticipate greater concern around brand safety as inventory expands;

• 76 per cent expect an increase in ad fraud as the volume of ad-supported CTV environments grows.

Many respondents also point to the need for stronger platform solutions: 83 per cent say cross-platform targeting and tracking will be critical for CTV campaigns next year, and 79 per cent believe machine-learning will help ensure ads appear in suitable environments.

Other posts by :

1. UK trims Orbex investment
2. Euro-bank sets up €500m space fund
3. Revenue jump forecast for Eutelsat
4. Moody’s upgrades Eutelsat’s debt rating
5. Rivada Space Networks wins spectrum dispute
6. Will we take an AI bubble bath?
7. Eutelsat shareholders upset over Rights Issue
8. Amazon Leo satellites en route to French Guiana
9. Deutsche Bank reveals targets for AST SpaceMobile

Categories: Advertising, Articles, Connected TV, Markets, Research, Social Media

Tags: advertising, CTV, IAS, Integral Ad Science, social media