The New Era of Mobile Advertising: What’s Next for Marketers in 2026

Mobile advertising is entering a bold new phase—one where the focus is shifting from formats and platforms to people. Video, in-app engagement, and AI-powered convergence are no longer just technological advances—they’re tools to better understand and connect with customers, on their terms.

As we look ahead to the balance of 2025 and into 2026, the data is clear: the mobile landscape isn’t just shifting—it’s transforming around consumer expectations.

The recently published U.S. Mobile Trends report from eMarketer reveals a key milestone: for the first time, mobile video ad spending is expected to surpass mobile search. In 2026, video will account for 39.5% of all mobile ad spend—outpacing search at 38.3%. It’s not just a media stat—it’s a reflection of how people now prefer to engage. Short-form content, immersive storytelling, and seamless visual experiences are shaping how brands earn attention in the moments that matter.

Just as important is how these ad experiences are delivered. Programmatic direct now drives 86% of programmatic mobile display spending. Even in traditionally open environments, like RTB, it leads with 60.1% of spend. Why? Because brands are demanding more control, quality, and transparency—so they can deliver better, more relevant experiences to their audiences. We’ve championed this shift with a focus on curated supply, privacy-forward data, and outcome-driven strategy.

But perhaps the most transformative trend is convergence. Where mobile advertising was once fragmented—split by platforms, formats, and targeting methodologies—it’s now becoming unified. AI-powered optimization is removing friction between in-app and mobile web, between branding and performance. Instead of thinking in terms of channels, marketers are increasingly thinking in terms of experiences.

This convergence is consumer-led. People don’t think in channels—they expect consistency and relevance wherever they are. Mobile web, in-app, social, retail—all of it blurring into a single, connected canvas for brand engagement. And AI is helping marketers meet those expectations—dynamically adapting creative, targeting, and measurement to individual behavior and context.

What’s more, the walls between monetization and commerce are coming down. RTB platforms are seeing increased e-commerce spend. Retail media is becoming mobile-first. The long-held division between brand and performance is dissolving in favor of integrated, full-funnel strategies that start with the customer and work backward.

This is a watershed moment. One where marketers can finally plan holistically, activate seamlessly, and optimize intelligently—across every stage of the journey.

The brands that will win in 2026 and beyond are those that stop thinking in terms of channels and start thinking in terms of customer outcomes. Those who embrace video-first storytelling, engage people where they are, invest in transparency and control, and use AI to build not just smarter campaigns—but more human ones.

We’re not just observing these shifts—we’re building toward them. With a focus on innovation, privacy, and performance, InMobi Advertising is helping brands navigate the future with clarity, agility, and customer-first ambition.

The mobile moment is here. Let’s make it matter.