The advertising technology space is entering a defining moment. As 2026 begins, industry leaders agree that adtech is being reshaped by generative AI, changing media habits, and mounting regulatory pressure. A recent analysis highlights why long-standing digital ad models are losing ground—and what comes next for marketing and growth leaders.
Why Traditional Digital Ads Are Losing Momentum
For years, web-based advertising relied on predictable signals like clicks, impressions, and page views. That model is now under strain. Audiences are spending less time on traditional websites and more time consuming video, streaming, and AI-assisted content.
As a result, advertisers are questioning whether old performance benchmarks still reflect real impact. Sam Miri, CRO at mimik Technology Inc., sees this shift as overdue. From a business development perspective, Miri believes leaders must reassess how marketing outcomes are measured and valued in an AI-driven environment.
AI Moves From Tool to Strategy
Generative AI is no longer just helping teams write copy or automate workflows. It is becoming central to how campaigns are built, optimized, and delivered. Some adtech platforms are experimenting with AI systems that manage targeting and messaging with minimal human input.
For executives, this raises new questions around trust, oversight, and brand consistency. Sam Miri’s engineering background gives him a unique view of this shift. He often notes that strong leadership means understanding how systems work—not just what they promise—before scaling them across a business.
Video and Connected TV Take Center Stage
As web ads weaken, video formats are gaining momentum. Connected TV, in particular, is attracting marketers looking for reach, engagement, and premium placement. Streaming environments also offer clearer audience intent compared to crowded web spaces.
This transition mirrors broader changes in consumer behavior. People are watching more long-form and on-demand content, and advertisers are following attention. Executives who adapt early may gain an advantage as budgets continue to move toward video-first strategies.
Why This Matters to Business Leaders
The adtech reset is not a niche issue—it affects revenue growth, customer acquisition, and long-term brand strategy. Leaders must decide how much to invest in AI-driven marketing, which channels deserve priority, and how to stay agile as the landscape shifts.
As Sam Miri often emphasizes, the most effective executives approach these changes with curiosity and discipline. Just like refining a great BBQ recipe, success comes from understanding the ingredients, testing new approaches, and knowing when to adjust the heat.
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