A trawl through the latest reports and data on the retail media and wider ad network market finds that while 2025 started out as all about quantity and aggregation, as we approach 2026 that is shifting to one of clean supply paths, quality traffic and better outcomes.
For instance, the latest market report from programmatic ad platform Limelight, reveals that data analysis, contextual insights and audience segmentation have become increasingly critical assets, as ad networks step into a new role – one that focuses on quality inventory and leaves behind the volume approach of the past.
The report notes how publishers are seeking to reduce their reliance on Google and regain control of programmatic by building stronger direct relationships and curated marketplaces; creating first-party data and membership/authenticated models as well as partnering on clean-room identity and data-sharing initiatives.
It also charts the rise of emerging programmatic channels such as CTV, DOOH and audio, which are offering advertisers more opportunities to reach people in premium environments. It explains how bloated supply paths and circular trading have created a need for curated inventory, transparent fees and third-party verification – a need that the best ad networks are meeting. It also traces the increasing adoption of AI, and notes that, to be effective, AI needs reliable data, clear objectives and human involvement to contextualise its output.
“The digital advertising ecosystem is in a constant state of flux,” says Limelight co-founder and CEO, David Nelson. “Survival requires constant reassessment and often reinvention from all stakeholders. In putting this year’s report together, we can see that ad networks are changing for the better. A previous obsession with volume is being replaced by a quest for quality – curated inventory, cleaner supply paths, fewer intermediaries and better outcomes, which is good news for everyone. Ad networks are becoming more confident and independent, and ultimately, that will be their key competitive advantage.”
Mark Evans, Head of Buyer Development at SSP, Index Exchange, backed this view, noting that supply-path transparency remains a top priority for the company as it helps its partners navigate an increasingly fragmented ecosystem. He said: “With the rise of sell-side decisioning, we’re giving buyers clearer visibility and direct access into the supply they select, bringing more accountability to the SSP layer. The shift towards cleaner supply paths, curated inventory, and more collaboration between publishers, SSPs, and agencies is creating real momentum. We expect this momentum to continue in 2026, with more buyers taking control of their access to supply, building for more transparency and efficiency, and driving towards better outcomes.”
At Hax Media Partners, CEO Jens Haxgart tells a similar story: “Going into next year, we will continue to focus on curated supply, premium publisher relationships and transparent deal structures so that qualified traffic consistently commands higher eCPMs and better yield.
“We see growing demand for curated marketplaces, and first-party data strategies, which means networks are now expected to deliver not just reach, but clearly defined, high-intent inventory packages underpinned by strong brand-safety, viewability and fraud controls.”
Meanwhile, Andy Morley, CRO, The Independent, says: “We are conducting assessments of every partner’s path to our inventory, with a particular focus on deepening direct integrations with key direct buyers such as Criteo and The Trade Desk (including their OpenPath connection via Prebid). By prioritising these direct relationships, we aim to reduce dependency on intermediaries while preserving and ideally improving performance outcomes for buyers. Ensuring that these more efficient pathways deliver equivalent or greater value is critical to driving sustained adoption and spend consolidation.”
The report ends by emphasising just how important it is for ad networks to choose the right programmatic partner so they have access to transparency, configurable optimisations and the ability to implement rules at the supply-path level. For an ad network, the right partner isn’t one that competes with them, hides fees or maintains control, but one whose growth is linked to theirs, ensuring there is no conflict of interest or ulterior motive.
