Media Experts Redefine Quality Standards Amidst AI Evolution in Digital Landscape

In a rapidly changing media landscape shaped by advances in artificial intelligence (AI), the latest Industry Pulse Report from Integral Ad Science (IAS) has revealed a shift in how media professionals perceive quality in digital advertising. This annual report sheds light on the challenges and opportunities presented by social media platforms and digital video content, marking a pivotal moment for industry stakeholders as they prepare for 2026.

A New Era for Advertising

As fluctuations in consumer behavior and technological advancements blur the lines between traditional and digital marketing channels, IAS's CEO Lisa Utzschneider emphasized the need for redefining quality standards in advertising. "2026 marks a turning point in digital advertising. As the boundaries between channels blur — and AI reshapes how content is created, consumed, and measured — industry experts are redefining what quality means in this new era," she stated. This acknowledgment of evolving media platforms signifies a growing recognition of the complex nature of modern advertising.

Embracing AI While Acknowledging Concerns

The report indicates a clear enthusiasm for incorporating AI into marketing strategies. However, it also highlights the associated risks. Among the surveyed media experts, 61% expressed excitement regarding the potential of generative AI to enhance campaign speed, personalization, and scalability. Meanwhile, a notable 83% raised concerns about the proliferation of AI-generated content across social media and stressed the necessity for vigilant monitoring. The call for accountability reflects an industry committed to protecting brand integrity even as it embraces innovation.

Experts agree on the importance of third-party verification, with 84% indicating its significance in identifying AI-generated content, while 86% recognize the increasing need for these verification measures within digital video platforms. This focus on verification illustrates the industry's commitment to navigating a complex media landscape fraught with evolving technologies and challenges.

Digital Video and Social Media Dominance

As marketers continue to scrutinize their advertising environments, digital video has emerged as a dominant force. In 2026, 88% of advertisers identified digital video as a top priority, surpassing both display and audio formats. In addition, 84% asserted that social media remains critical among digital environments. Given the emphasis on brand safety, 87% of respondents rated the suitability of influencers or creators as a crucial factor when placing advertisements next to digital video content. This indicates a shift toward greater accountability and a more discerning approach to content adjacency.

The Importance of Media Quality

Amidst these transformative shifts, the notion of media quality has not lost its significance. According to the report, a staggering 86% of experts identified the need to track and categorize AI-generated content as integral to digital video platforms. Concerns regarding ad fraud, viewability, and overall suitability remained high on the list of priorities, as 83% confirmed that these elements are pivotal to achieving desired performance outcomes across retail media networks.

Future Outlook

As the survey results illustrate, the media industry is approaching 2026 with caution while continuing to affirm its commitment to maintaining brand safety and quality. With ad content adjacency, deepfakes, risky content, and influencer output listed as primary concerns, it is evident that the landscape remains fraught with potential pitfalls.

Jeremy Kanterman, Vice President of Research and Insights at IAS, affirms this sentiment as he notes a concentrated effort among publishers and advertisers to mitigate the risks associated with AI-generated content. "This year's Industry Pulse report reveals a cautious industry looking to prioritize oversight of AI in digital media in 2026, with the bulk of investment still flowing into digital video, social platforms, and a steadily rising interest in using, measuring and determining outcomes around influencer marketing."

Conclusion

The IAS Industry Pulse Report stands as a testament to the ever-evolving media landscape and the critical role of AI in reshaping advertising strategies. For brands looking to stay ahead, the focus will undoubtedly remain on understanding the intricacies of AI, ensuring quality control, and leveraging new technologies to connect meaningfully with consumers. As we approach 2026, it is clear that the journey toward redefining media quality is just beginning, and the industry's adaptability will determine its success in the years ahead.