Angela Mertz, EGC’s VP of Integrated Media, attended the annual EMARKETER Ad Buyer Strategies Summit. Here is a first-hand look at the topics covered, current media trends, and those on the horizon. I attended the EMARKETER Ad Buyer Strategies Summit 2026 last week, and one thing is clear: The pace of change in our industry isn’t slowing down. A few themes stood out that are already starting to impact how brands show up and perform: AI is Changing the Role of Media, Not Replacing It As Mark Marshall, Chairman of Global Advertising & Partnerships at NBC Universal shared, the opportunity is not in the tools themselves; it’s in how they’re used. Execution is becoming more automated, which puts greater emphasis on strategy, judgment, and guiding the work in the right direction. AI is Quickly Becoming Part of How People Discover Brands Platforms like ChatGPT are already influencing how consumers search, learn, and make decisions. While advertising in these environments is still evolving, one thing is clear: Being present but credible matters. What People Say About Your Brand Carries More Weight Than Ever AI-driven discovery leans heavily on broader sentiment, not just brand messaging. This point makes consistency, reputation, and real-world feedback more important in shaping how brands show up when users conduct a search. Measurement is Getting More Complex With more discovery happening without a traditional “click,” it has become harder to rely on a single metric to define success. This shift is pushing brands to think more holistically about performance and the role each channel plays. Streaming Continues to Evolve and Fragment On the video front: Ad-supported viewing continues to grow More platforms are needed to reach scale Live sports remain one of the few areas holding strong value We’re also seeing platforms like Roku, Amazon, and YouTube continue to shape how audiences are reached across streaming. Bottom Line The landscape is shifting quickly, from how consumers discover brands to how performance is measured. Staying ahead isn’t about chasing every new tool. It’s about understanding where behavior is going and adjusting strategy accordingly. We are operating in a time where the ability to anticipate, stay in step, and pivot with the fast and ever-shifting marketing trends make up the new normal. As stated, the pace of this industry is not slowing down. Success will therefore be measured by what brands are able to keep pace. — Angela Mertz, VP of Integrated Media, EGC Group Related reading: Angela Mertz, EGC’s VP of Integrated Media, Attends Convergent TV World
