Adtech's year of reinvention: These are the storylines that will shape the industry in 2026 (www.businessinsider.com)

Adtech companies are gearing up for a transformative year in 2026 as they adapt to the rapid integration of AI technologies and significant shifts in web traffic dynamics. At the Consumer Electronics Show in Las Vegas, industry executives are deliberating key themes, such as the necessity for advanced AI applications in advertising—a requirement driven by investor demand. This year, the landscape could see the emergence of new AI-driven advertising models where interactions occur between AI agents rather than traditional human consumers. With the rise of AI chatbots claiming user attention, publishers are experiencing traffic declines, which have direct implications for programmatic ad revenue, forcing companies to explore new revenue diversification strategies. In addition, competitive dynamics within the adtech ecosystem are evolving, particularly with The Trade Desk's anticipated moves following a shaky 2025. The company plans to utilize its innovative AI-driven platform, Kokai, to strengthen its position in the market while possibly pursuing bold acquisitions to expand its capabilities. Meanwhile, the outcome of the federal investigation into Google's adtech practices could reshape the competitive landscape, potentially breaking Google's monopoly and influencing the strategies of its rivals. As adtech positions itself at the intersection of AI capability and shifting market realities, 2026 promises to be pivotal for redefining how advertising operates in the digital space.