The news: Digital advertising is constantly evolving. Now the largest slice of ad spending worldwide, accounting for over 75% of total spend,digital advertising spans formats and is increasingly crowded—and this evolution will only accelerate in 2026.

In a conversation with EMARKETER, Brian Berner, Spotify’s global head of advertising sales and partnerships, outlined the trends he sees shaping the audio and digital advertising industry in the year ahead.

AI becomes an audio growth engine: AI will be a foundational force reshaping audio advertising in 2026, contributing to heightened personalization and intuitive targeting to ensure viewers receive ads that are relevant, not invasive.

“With advanced AI, we are moving beyond just predicting what a listener might want to a world where they can tell us exactly what they want in the moment,” Berner said. Offers like Spotify’s AI DJ, a personalized feature that helps curate the audio experience, “creates deeper, more active engagement that unlocks entirely new layers of personalization.”

Advertisers seek automation: The ad industry is increasingly moving toward biddable opportunities, where “advertisers expect tools that are seamless, fast, and intuitive,” according to Berner. “[In 2026], we’ll see increasing automation in campaign management and optimization, including AI-driven media buying.”

Podcasts are cemented as a cultural powerhouse: Advertisers increasingly see the format as a key opportunity to authentically reach consumers. According to Berner, “podcasts will cement their status as a primetime media format” in 2026. This trend “will create a surge in demand for automated and programmatic buying for podcasts,” so advertisers can “scale and optimize campaigns with the speed and precision they need.”

Experience-driven marketing becomes paramount: 2026 will continue the trend of consumers seeking seamless integration between their digital and physical lives. The year will bring “more of a blending of digital touchpoints” with real-life experiences, largely driven by Gen Z.

Spotify is using its in-house music consultancy AUX to help brands merge digital audio with real-world moments as cross-platform strategies become essential. “Success will come from scaling experience-driven moments that turn attention into genuine connection,” Berner said.

What advertisers should do: Take heed of Spotify’s advice and use 2026 to innovate in marketing strategies. Brands that thrive in the new year will be those who make AI fluency a priority, invest in emerging formats with strong results like podcasts, and understand the necessity of cross-platform marketing to drive results on-screen and in real life.