Outlook for Advertising, Marketing and Data 2026: Continuous Evolution

For the 20th consecutive year,  Senior Managing Partner Bruce Biegel presents Winterberry Group's analysis of spending forecasts and transformative trends shaping the U.S. advertising, marketing and data industry in 2026.

Winterberry Group’s analysis reveals that total marketing expenditure to top $664.2 billion – 9.4-percent growth over 2025 – and continued market share shifts from offline media to digital, data-driven channels. 

This year’s outlook examines several pivotal shifts shaping the next phase of the marketing and advertising market, including:

• The widening gap between AI ambition and enterprise data readiness
• The convergence of search, media, and commerce reshaping discovery and measurement
• Structural pressure on agency and ad tech models amid efficiency, margin, and talent constraints
• Creative intelligence emerging as a measurable driver of marketing effectiveness

Download the presentation for Winterberry Group's complete analysis and 2026 forecast.