The top-performing articles in the Tech Briefing for H1 2026 pointed to an industry in transition. Changing consumer behaviors forced brands to rethink where—and how—they capture attention, AI moved closer to the center of advertising, and measurement became more accessible.

1. Second-screen behavior will define CTV strategy in 2026

The trend: Second-screening has become the default viewing behavior, turning TV into a launch point for real-time shopping and product discovery. We forecast that nearly two-thirds of US social network users will watch TV or streaming services while scrolling on second screens in 2026.

Recommendations for marketers: Treat second-screen users as high-intent audiences by designing TV creative for immediate action. Coordinate connected TV (CTV) with social, search, and commerce touchpoints so campaigns can be measured as a unit across channels.

2. YouTube rivals CTV for premium attention, edges out linear TV

The news: YouTube continues to deliver TV-caliber attention, outperforming linear TV and slightly surpassing CTV globally, according to our KPI data provided by Adelaide. Its performance reinforces YouTube’s position as a premium video environment rather than simply a social platform.

Recommendations for marketers: Evaluate YouTube alongside CTV and linear TV. Budget decisions should reflect attention quality across platforms, using each channel where it best supports brand impact and performance objectives.