Adtech Experts Predict Rise of Publisher-Led ID Frameworks
In the post-cookie landscape, industry leaders are looking beyond current identity solutions. Adtech expert Todd Rose predicts that 2026 will see the first truly scalable, privacy-safe ID framework, likely driven by a coalition of major media owners and tech firms. This reflects a broader shift toward Retail Media Networks and CTV as central to omnichannel planning amid signal loss.
The move toward first-party data solutions is accelerating as fewer than 30% of marketing organizations feel prepared for a cookieless future. Companies with advanced identity resolution see 2-3 times higher marketing ROI, driving the urgency for wider adoption of publisher first-party data solutions and retailer identity graphs. This shift is happening as programmatic ad spending in the UK is projected to reach £5 billion by 2026, with programmatic now accounting for 96% of all digital display ad spending in the market. Connected TV (CTV) ad spending is a major driver, projected to hit approximately $38 billion in the U.S. in 2026 and surpass traditional TV ad spending for the first time by 2028. Retail media is heavily integrating with this channel, with sales on CTV expected to more than double from $4.99 billion in 2025 to $10.28 billion by 2028. This growth is supported by viewership momentum, as streaming captured a record 47.5% of all U.S. TV viewing in December 2025. This technological shift is mirrored by the rise of enterprise AI agents, which go beyond simple automation to handle complex workflows and decision-making with minimal human input. Unlike rule-based systems, these agents use probabilistic reasoning to manage ambiguity and adapt dynamically across business functions like procurement and customer service. Gartner predicts that by 2028, 60% of IT operations will incorporate AI agents. The UK's AI startup scene is attracting significant capital, with £1.08bn raised in the last week of February 2026 alone. London-based autonomous driving software company Wayve secured the bulk of this with an £888m Series D round from investors including SoftBank, Microsoft, and NVIDIA. Overall, UK startups raised $4.26 billion in the first two months of 2026, an 8.96% increase over the same period in 2025. The 2026 Formula 1 season introduces a radical overhaul of the cars, which will be smaller, lighter, and feature active aerodynamics. New power units will deliver a nearly 50/50 split between a 1.6-litre V6 internal combustion engine running on 100% sustainable fuels and electrical power from an MGU-K unit with a 300% increased output. The controversial MGU-H (Motor Generator Unit – Heat) has been entirely removed from the new engine design. In London, vehicles are set to be banned from parts of Oxford Street starting in September as a pedestrianisation plan moves forward. Meanwhile, community groups and police mobilised in Croydon to prevent feared youth violence that had been promoted by a viral AI-generated poster, ensuring the anticipated chaos never materialized.
