Attekmi’s Roman Vrublivskyi on Ad Tech Trends, Ad Strategy, and AI

Why It Matters

These shifts compel advertisers to rebuild data strategies and adopt AI to stay competitive, while transparent buying and richer engagement metrics directly boost ROI.

Key Takeaways

• First‑party data replaces third‑party IDs
• AI drives bidding, creative, forecasting
• Supply‑path optimisation boosts transparency and cuts costs
• CTV offers cross‑device attribution and interactive ads
• Attention metrics outrank impressions for performance insight

Pulse Analysis

First‑party data has moved from a nice‑to‑have to a strategic necessity as privacy regulations tighten and third‑party identifiers disappear. Brands that cultivate their own data ecosystems can deliver more accurate targeting, build consumer trust, and avoid costly compliance penalties. This shift also reshapes the competitive landscape: companies that lag in first‑party collection risk falling behind in personalization and efficiency, making data ownership a core differentiator in 2026.

Artificial intelligence now functions as a co‑worker across the ad‑tech stack, automating bid adjustments, budget allocation, creative generation, and performance forecasting. Coupled with supply‑path optimisation, AI helps advertisers cut unnecessary intermediaries, lower fees, and reduce fraud exposure, delivering clearer visibility into where every dollar is spent. Meanwhile, connected‑TV is maturing beyond linear reach, offering interactive formats and cross‑device attribution that integrate seamlessly into omnichannel strategies, further expanding inventory options for brands seeking high‑engagement placements.

Measurement is also evolving; attention metrics such as viewability, dwell time, and brand recall are overtaking raw impressions as the primary KPI. These signals provide a more nuanced view of ad effectiveness, enabling marketers to allocate spend toward placements that truly capture audience focus. As advertisers prioritize quality over quantity, the industry is moving toward a performance model that rewards genuine engagement, driving higher ROI and more accountable media buying.