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Research and explainers on programmatic, connected TV and the ad-tech supply chain. Named sources, dated claims.

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Explainers for the fundamentals. Analysis for what changed this year. Everything cited to a named source.

01 From the report Digital stopped being a channel July 2026 · 4 min read Digital crossed two-thirds of US adult media time and $294.6B in revenue — while most budgets still plan against the 2024 mix. 02 From the report AI broke search into four ecosystems July 2026 · 5 min read Discovery split into four ecosystems — AI answers, vertical search, social, voice — and the ad money is starting to follow. 03 From the report MMM is the cross-channel anchor again July 2026 · 5 min read Identity fragmentation ended last-touch attribution. Marketing mix modeling is the cross-channel anchor again, for the first time since 2008. 04 From the report The channel walls came down July 2026 · 5 min read CTV sells like retail media, social watches like television, and the 2022 channel map no longer describes what anyone is buying. 05 Vertical Finance advertising grows fastest where first-party data is richest July 2026 · 6 min read Finance is a top-three digital advertiser under the tightest targeting rules in media. The winning plan rebuilds precision from permitted signals. 06 Vertical Healthcare media outgrew its buying stack July 2026 · 5 min read Three audiences, five compliance gates, one measurement spine — how healthcare media gets bought when PHI can never touch targeting. 07 Explainer What is programmatic advertising? July 2026 · 7 min read The auction, the machinery, the five ways to buy, and where the money actually goes. The whole system, in plain language. 08 Analysis Who owns the identity layer? July 2026 · 5 min read The cookie survived, the rebuild happened anyway. Who controls the identity rails your buys run on — and what that costs. 09 Research Retail media grew up July 2026 · 8 min read Commerce media passed television in 2025 while trust in its reported numbers stayed low. The consolidation era, read for buyers. 10 Reference Programmatic & ad tech glossary July 2026 · Reference DSP, SSP, header bidding, MFA, incrementality — the working vocabulary of programmatic media, defined in plain sentences.
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The State of Digital Media 2026

Where audiences went, where the money followed, and what it means for the year ahead. The full MediaPath research report, with every claim cited to a named source.

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