From Impressions to Impact - the Year of Outcomes?

"Next up in our predictions series, we look at the importance of outcomes, and how they could come to define 2026... Are we moving from vanity metrics to meaningful measurement? 2026 could become the defining moment for outcomes-based thinking. After years of talk about attention, incrementality, and business impact, the pressure is now on brands, agencies, and tech partners to prove that campaigns deliver more than reach and clicks -they must show real results."

"The shift from impressions to impact is gathering momentum across every corner of the ecosystem. With budgets under scrutiny and AI-driven optimisation changing how performance is delivered and reported, the race is on to define what success truly looks like. Is the year ahead when outcomes finally take centre stage, reshaping how media is planned, traded, and valued? To find out, we've spoken to a panel of industry experts to get their take on what will drive the next phase of the outcomes revolution...."

"'Attentive reach and frequency will be what brands demand.' 2026 is the year that attention becomes the number one metric. Attentive reach and frequency will be what brands demand and how success is judged, and native and contextual formats are re-emerging as premium routes for brands that value privacy, quality, and engagement. Yet challenges remain. Native is still often misunderstood and folded into omnichannel setups without the specialist focus it deserves, while measurement and supply-chain transparency continue to lag behind."

Outcomes are becoming the primary focus for 2026 as brands, agencies, and tech partners face pressure to prove campaigns deliver real business impact beyond reach and clicks. The ecosystem is shifting from impressions to measurable impact as budgets tighten and AI-driven optimisation alters performance delivery and reporting. Success metrics must be redefined to prioritise attentive reach and frequency, with native and contextual formats rising as premium options for brands valuing privacy, quality, and engagement. Challenges include native being misunderstood within omnichannel strategies and persistent gaps in measurement and supply-chain transparency. Attention-focused native placements often outperform traditional display.

Read at Exchangewire