2026 trends: AI’s impact on advertising strategy and execution

In 2025, Nexxen unveiled nexAI, a comprehensive suite of artificial intelligence-powered assistants and features vertically integrated across its unified advertising technology platform. 

The launch represented what the company described as an elevation of every stage of the advertising lifecycle, taking a transparent approach to planning, activation, optimisation, insights and monetisation. The reveal sets a tone for what the organisation believes will be transformative changes across the advertising industry in 2026 and beyond.

Janice Chan, VP of Platform and Client Services APAC at Nexxen, expects AI assistants to not only transform advertising workflows in 2026, but also empower marketers with real-time visibility into performance and outcomes. 

"From a client perspective, AI-driven capabilities like those offered by nexAI are driving accessibility and efficiency. They simplify the process of translating complex data into actionable insights and campaign strategies, which can then be directly activated within the platform. What once required platform and optimisation specialists is now becoming more intuitive and seamless for marketers," she said.

Chan also anticipates AI-driven campaign optimisation will reach new levels of sophistication and automation in 2026.

"nexAI monitors and optimises campaigns in real time, leveraging machine learning to maximise performance and ROI; this includes advanced algorithms that evolve and adapt with predictive modelling of audiences, bidding, pacing & budget allocation, exponentially improving over time through iterative learning."

Additionally, she expects AI automation will enable marketing teams to focus on higher-value initiatives.

"By automating repetitive tasks such as data collection and campaign optimisation, nexAI enables teams to shift focus toward strategic priorities - from uncovering growth opportunities to deepening client relationships. This shift also compels leaders to accelerate plans and initiatives aimed at upskilling teams and evolving organisational capabilities to keep pace with AI-driven transformation." she adds.

The Growing Role of ACR Data in Unlocking TV and Streaming Audiences

As we move into 2026, data will continue to play a pivotal role in how advertisers understand audiences and plan media and campaigns. As viewing habits continue to fragment across linear and streaming platforms, marketers will need smarter ways to segment, target, and measure performance.

Driven by advertiser and consumer demand for greater visibility across both linear and streaming TV, Nexxen has expanded its TV Intelligence solution in Australia to deliver a more complete view of audience behaviour today.

The company's extended Automatic Content Recognition (ACR) dataset, now capturing linear and streaming behaviour across more than 1.9 million devices, unlocks smarter audience planning and activation.

Alex Gregory, Head of Sales, ANZ, notes that these advanced data capabilities will be increasingly critical for advertisers in 2026.

"As viewer behaviours continue to evolve in Australia, brands and advertisers are increasingly embracing new ways to better understand and engage TV audiences," he said. "The ability to see across both linear and streaming platforms allows media buyers and traders alike to make more informed decisions on their investment."

The trend reflects a broader industry shift: data is no longer just for planning or optimisation – it's increasingly central to strategy across the consumer journey. 

As audiences become increasingly fragmented across platforms, the ability to integrate and act on cross-platform data will be a key differentiator in 2026. Advertisers that leverage these insights will be better positioned to deliver relevant campaigns, optimise media investment in real time, and respond swiftly to changes in viewing behaviour.

Streaming Partnerships Will Unlock Scale and Flexibility for Advertisers

As audiences continue to embrace streaming alongside traditional broadcast TV, the availability of premium Connected TV (CTV) inventory is expanding rapidly. Nexxen predicts that in 2026, partnerships will become a key driver for growth – not just for scale, but for flexibility.

Adam Hunt, VP of Business Development and Partnerships, JAPAC at Nexxen, explains: "Streaming platforms are experiencing rapid audience growth, but reaching viewers effectively will require greater flexibility between technology partners, key broadcasters and streaming providers to deliver a more seamless experience for advertisers."

"Different streaming services have different technology needs – some integrate on the supply side, others prefer demand-side partnerships, and many want both. Our role is to support each platform's approach," he said. 

Hunt emphasises that Nexxen's position across both the buy and sell sides enables the company to provide streaming partners with audience insights that help both platforms and advertisers identify better reach opportunities.

"In 2026, the ability to deliver incremental audiences will be a key differentiator, and partnerships powered by data and insights will be essential to reaching audiences effectively and driving return on investment," he adds.