We’re wrapping up Q1 so, with that in mind, we have an opportunity to talk through some of the more interesting adtech storylines so far (at least to me).

If you’re thinking about adtech PR in 2026, you should know these. Let’s dig in.

First, ChatGPT ads.

Duh. To this point, despite the handwringing, OpenAI’s gamble of turning on ads in its gen AI assistant has proven to be the right move. As of last week, the company is reporting $100 million in ARR from its pilot. (Though what ARR means after two months isn’t entirely clear.) Where does the conversation go from here?

What this means: Storytelling opportunities will come from partnerships (who OpenAI is working with) and gaps (who it should be working with). Areas that seem ripe for opportunity include measurement, experience, enterprise (how ads fit into the push), and data (what data is being collected and how it can inform other parts of the business).

The Trade Desk’s challenges.

TTD is facing challenges right now — that’s fairly obvious. I’m not trying to beat a dead horse or kick someone while they’re down. Rather, I’m highlighting that its position in the market will likely improve alongside financial performance. When you’re down publicly, you’re down publicly. That’s just the way it is. Right now, the math isn’t mathing. The company can work its way out of this and see its PR fortunes adjust accordingly.

What has been most interesting is that TTD is still doing things its way, not deviating from the core stories it has told for years (optimized SPO, etc.). That’s commendable and questionable. That said, it is talking more about AI, which is something I’ve advocated for. It may also be worthwhile to talk more about broader market challenges (i.e., it’s not just us, it’s everyone).

What this means: If financial performance improves, PR fortunes will follow. For other adtech companies looking to tell a TTD-related story in this environment, performance and AI/agentic continue to stand out. These are areas where TTD hasn’t fully locked in or figured out its narrative, creating room for others to be more directly associated with them.

Ad safety.

I think ad safety will be a major focus area in 2026. I’ve seen examples myself where ads running in walled gardens are, frankly, alarming (this used to feel like an open web problem). At the same time, there have been multiple reports in recent months of unsafe ads appearing on Meta platforms, prompting a broader crackdown on scamvertising. These scams range from malware-based attacks (easier to spot) to social engineering (harder).

What this means: This — and scam ads more broadly — will be a defining storyline in 2026. Frankly, it already is. AI is making these scams easier to produce and scale, which will only drive greater media and regulatory attention. For adtech companies operating in this space, there’s a very clear opportunity to lead the conversation. It’s still under-discussed. (And if you’re a company at risk of being overrun by scam ads, being proactive on protections will be critical.)

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These are some of the biggest stories so far that will continue to define the year. What do you think — agree or disagree?

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👉 Building your adtech company’s PR program? Contact adtech PR expert Chris Harihar on X (@chrisharihar), LinkedIn, or by email.

Chris is a 15-year adtech PR expert / ad tech PR expert who has helped leading companies go public and guided up-and-comers to break through in a crowded market. Clients include DoubleVerify, Yahoo DSP, and more.