January 20, 2026

2026 State of Programmatic

Explore the key trends shaping programmatic advertising with Proximic by Comscore’s third annual State of Programmatic report.

This exclusive report dives into how programmatic is evolving across budgets, control mechanisms, and performance expectations in 2026.

This year, we break down the findings across three major categories – Growth, Control, and Performance – to show how budgets, data and supply, and AI-driven measurement all work together in 2026.

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Report insights include:

  • Where and how investment is evolving across channels
  • The signals, supply paths and safeguards buyers are agencies to their buying strategy
  • The outcomes, AI tools and in-platform metrics buyers now demand

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Programmatic