Skai：2026年第一季度全球数字广告行业趋势报告（英文版）（37页）.pdf

1、Quarterly Trends ReportQ1 20262IntroductionQ1 SETS THE TONE FOR THE YEARQ1 is where annual plans meet reality.The strategic bets,the format shifts,the retailer diversification conversations that happened during fall planning sessions.they all show up in Q1 spending.When marketers locked their 2026 b

2、udgets last fall,they made a clear choice about where to place their confidence.Retail media got the biggest vote,with spend climbing 27%year over year while clicks surged 38%and CPCs dropped 8%.Paid social delivered its strongest efficiency quarter in recent memory.Even paid search,where costs cont

3、inue to climb,showed signs of strategic pruning rather than retreat.What makes these results remarkable is the backdrop.The IABs 2026 Outlook Study found that 9 in 10 ad buyers expressed concern about tariffs impact on advertising budgets,and there is a roughly 1-in-3 chance of a domestic recession

4、still hanging over the market.Yet marketers didnt pull back.They leaned harder into channels with closed-loop measurement and clear lines between ad spend and business outcomes.Performance channels are winning the uncertainty trade.Meanwhile,the shopping landscape itself is being rewritten.In Januar

5、y,Google CEO Sundar Pichai took the stage at NRF to unveil the Universal Commerce Protocol(UCP),an open standard for agentic commerce developed alongside Shopify,Walmart,Target,Etsy,and Wayfair.AI agents arent just recommending products anymore.Theyre comparing,carting,and completing purchases.Durin

6、g the 2025 holiday season,AI-driven interactions influenced$262 billion in global online sales,with 20%of all orders involving agent-driven recommendations or conversational customer service.Early signals are already emerging.AI-driven traffic to U.S.retailers rose nearly 4x in Q1 2026.Retail media