The data and measurement trends for digital marketers to watch in 2026

Marketing in 2026 will be defined by connection: between activation and measurement, data and AI, platforms and outcomes. After years of fragmentation, the industry is finally unifying around shared foundations: data accuracy, identity resilience and measurable performance.

With AI moving from experimentation to everyday execution, and commerce media expanding beyond retail, the rules of engagement are changing — but trusted data and identity remain the connective tissue that links every channel, signal and outcome. Experian’s 2026 trends report explores how marketers, platforms and agencies are navigating this transformative cycle.

Download the report to learn about:

• Why data quality will differentiate AI models and outcomes
• The closing divide between activation and measurement
• Identity’s evolving role in commerce media and programmatic advertising

Partner insights from Experian