The news: The ad tech industry is entering a new phase defined by smarter AI-driven decisioning, higher-quality media supply, and the convergence of streaming and digital video, per AlixPartners. The consulting firm defined the following ad tech industry shifts in 2026. 

• AI is moving from execution tool to portfolio orchestrator. It now scores segments, creative, and supply paths by predicted business outcomes, reallocating spend and R&D based on margin and net revenue retention, not just clickthrough rates.
• The open web moves from massive reach to fewer, better paths. Platforms are monetizing curated, high-quality, privacy-safe supply routes. Media buyers are emphasizing smaller, well‑targeted, viewable exposures with demonstrable impact while shifting away from paying for large volumes of low‑quality impressions.
• Connected TV (CTV) and streaming are converging. The two platforms are now bought, measured, and reported together. Treating them as separate entities makes optimization more difficult.

Why it’s worth watching: Across AI, CTV, and the open web, ad tech is consolidating around greater control over outcomes. Brands that demand transparency into how decisions are made, executed, and measured stand to capture more value. That can be accomplished by requiring vendors to explain AI recommendations, unifying CTV and online video buying, or insisting on supply-path transparency across open-web partners.

Implications for brands: For years, the ad tech conversation centered on more—more inventory, more reach, more automation. AlixPartners is refocusing on better—smarter decisions, cleaner data, and fewer but more accountable partners. 

• Before expanding any part of your ad stack—whether with a new CTV partner, an AI-driven bidding tool, or an open-web supply path—run a small, structured test that requires the vendor to show their work. If they can’t explain what drove the outcome, you’re leaving too much to chance. 
• Audit ad tech stacks and identify where CTV, digital video, and open-web buys are still siloed. Determine whether AI tools are informing strategy or just automating the same old decisions. 

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