Latest Marketing & Advertising News
AI ‘agentic’ advertising platforms surge, but hype outpaces real campaign performance
Multiple major ad-tech and media players launched **AI agent** capabilities between late 2025 and early 2026, including PubMatic’s new AgenticOS, Yahoo DSP’s agent features, Walmart Connect’s AI strategy, and Magnite’s seller agents. Analysts report a widening gap between vendors’ AI performance claims and actual results on live, budgeted campaigns, forcing marketers to separate workable automation from overhyped tools.
PubMatic launches AgenticOS, pitching first OS for autonomous ad buying
PubMatic introduced **AgenticOS** on January 5, 2026, calling it the first operating system built specifically for autonomous advertising execution across premium digital environments. Early live campaigns are running with partners such as WPP Media, Butler/Till, and MiQ, positioning agent-led workflows as a key test case for scaled, AI-run media buying in 2026.
Google sends mixed signals on Gemini ads and conversational AI monetization
Google privately briefed advertisers on a 2026 rollout timeline for **Gemini-powered ads**, then publicly denied plans to introduce advertising to its conversational AI experiences. The conflicting messages highlight internal hesitation and a broader industry struggle over how to integrate ads into AI-generated responses without harming user experience or breaking conversational context.
Retailers get a new ‘command center’ as Celerant debuts Customer Engagement Suite at NRF
Celerant Technology unveiled an expanded **Customer Engagement Suite** as a central hub connecting in-store, online, and customer data to run all retail marketing from one system. The platform enables campaigns based on real customer behavior—purchases, loyalty activity, product interest, and online interactions—and removes reliance on third-party data syncing and fragmented tools.
Geo-fenced mobile engagement links digital campaigns to in-store traffic
Alongside its suite, Celerant showcased **geo-fencing** capabilities that trigger automated push notifications via retailers’ branded apps when customers enter zones near stores or key locations. These proximity-based messages are designed to convert online engagement into foot traffic and incremental sales, running continuously once configured with minimal store-level effort.
China’s ad rebound remains narrow as marketers favor low-risk performance channels
eMarketer analysts report that China’s Q4 2025 **ad spending stabilized**, but growth is concentrated in low-risk, performance-driven channels as the market enters 2026 cautiously. This narrow rebound signals that brands remain wary, favoring measurable, outcome-based media over broad brand campaigns in an uncertain macro environment.
AI search ads grow, but immature formats risk wasted budgets
AI-driven **search advertising** is expanding as platforms integrate generative and conversational search surfaces into ad products. However, analysts warn that unresolved measurement and format issues mean over-indexing on AI search ads today could lead to budget waste before these units fully mature.
Influencer marketing in 2026 solidifies as a core, data-driven brand channel
Influencer marketing has become a **central pillar** of brand communication and commerce, not a side tactic, as the creator landscape matures in 2026. Brands increasingly favor micro- and nano-influencers for authentic, niche engagement and use AI tools to identify partners, optimize content, forecast ROI, and personalize messaging beyond surface metrics like follower count.
Social commerce and live shopping deepen the revenue impact of creators
Platforms such as TikTok Shop are accelerating **social commerce**, enabling purchases directly from creator content and blurring inspiration with transaction. Long-term, co-creative partnerships between brands and influencers are rising, building consistent storytelling and loyalty as authenticity and transparent sponsorship remain critical to consumer trust.
AI and automation redefine content marketing tools for 2026
Content marketing stacks are being rebuilt around **AI, automation, and personalization**, with tools offering predictive analytics for topics, dynamic content based on behavior, and automated nurture journeys. SEO platforms like Semrush have become non-negotiable, while integrations across analytics, SEO, and CRM tools aim to give marketers a unified, privacy-conscious view of performance.
Enterprises shift from static systems to adaptive, AI-agent ecosystems for customer engagement
Enterprise customer interaction models are moving toward **multimodal AI agents** that understand intent and act in real time across journeys, replacing traditional app-style interfaces. These “systems of agency” are used to personalize experiences, surface insights proactively, and run AI-driven business processes, making marketing more contextual, conversational, and autonomous.