What Q3 earnings say about the future of advertising

AI is fueling a banner year for global advertising, pushing digital spending to new heights despite economic and geopolitical stresses. Retail media is surging worldwide, while Meta and Amazon gain ground in the battle for ad dollars.

AI is cutting into publisher referral traffic even as publisher content fuels AI answers. Publishers are fighting back with crawler controls and new licensing models, forcing a choice between restricting access and monetizing it.

AI adoption is broadening as familiar tools bring new users into the market. Search is becoming a hybrid of AI and traditional behavior, while cheaper subscriptions boost paid adoption but put pressure on revenues per subscriber.

In August 2026, we analyzed 6,560 ChatGPT recommendations across 28 B2B agency and marketing technology categories to compile the AI Visibility Index.

In August 2026, we analyzed 4,480 ChatGPT responses across 16 B2B software and platform categories to compile the AI Visibility Index.

Consumers are making AI part of their health decisions, from researching symptoms to filling gaps in care. As AI moves from answers to action, healthcare brands face a new challenge: being visible and cited while earning consumer trust.

A patented system favors natural pauses, though Xbox instability may keep brands cautious.

This benchmark covers how ad buyers can calibrate their search ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.​

This benchmark covers how ad buyers can calibrate their social media ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.​

ChatGPT and Gemini have emerged as the clear leaders in the genAI platform race. Their advantage in awareness, usage, and paid adoption is widening the gap with rivals and shaping where marketers should focus their attention.

PayPal’s fusion with Stripe could reorder the landscape of crypto, BNPL, agentic commerce and digital wallets.

Last November, we identified 11 trends we expected to shape the business landscape in 2026. Our Trends 2026 update reveals where expectations are holding, where surprises have emerged, and what businesses should watch through year-end.

AI is transforming Latin America's digital economy, changing how consumers discover products, make purchases, and engage with businesses. Companies that adapt their commerce and customer experience strategies will be better positioned to compete.

AI’s spending surge is moving from ambition to accountability. Rising AI costs, agentic commerce, Apple’s assistant strategy, and consumer trust issues are changing the marketing landscape.

Microsoft reports strong Q4 FY2026 results: AI expansion points to more AI-driven search, cloud, and ad inventory.

At Cannes Lions 2026, Jonathan Stringfield, Vice President, Microsoft Advertising & Gaming Business Leadership, met up with EMARKETER’s Max Willens at our Cannes studio to discuss gaming’s evolution into one of the most influential entertainment and cultural ecosystems,

Tech firms launch new coalition: The group backs open-source models, which could give marketers more AI options but deepen industry divide.

Agentic commerce is reorganizing retail around five ecosystem layers. As AI agents gain influence, retailers and brands must decide where to compete, where to partner, and who controls the customer relationship.

What Q2 earnings say about the future of advertising