REPORT: What do media buyers actually value in 2026?

The iGaming marketing landscape has become increasingly fragmented, with media buyers facing unprecedented complexity in channel selection and budget allocation. A new industry report examines what media buyers prioritise in 2026 as they navigate a proliferation of advertising platforms, heightened scrutiny of spending efficiency, and mounting pressure to demonstrate measurable return on investment. The findings reveal a sector in transition, where traditional metrics and approaches are being challenged by new realities of audience fragmentation and cost inflation.

Marketing budgets across the iGaming industry are facing tighter constraints as operators seek to optimise spending and prove accountability to stakeholders. This environment has forced media buyers to become more strategic and data-driven in their approach. Rather than spreading budgets across numerous channels, many are consolidating efforts on platforms that deliver demonstrable results. The report suggests that media buyers increasingly value transparency, attribution clarity, and the ability to track customer acquisition costs with precision.

The proliferation of advertising channels—from traditional digital display and social media to emerging platforms and alternative formats—has created both opportunity and confusion. Media buyers must now evaluate not only where their target audiences spend time, but also which channels deliver the most cost-effective engagement. The report indicates growing interest in first-party data capabilities, programmatic efficiency, and partnerships with platforms that offer integrated measurement solutions. Innovation in ad formats and targeting capabilities has become a key differentiator among media vendors.

Looking ahead to 2026, media buyers appear to be prioritising partners who can offer holistic solutions combining reach, measurement, and strategic guidance. The pressure to deliver ROI has shifted focus from vanity metrics toward genuine business impact. Operators seeking to maintain competitive marketing effectiveness must understand these evolving buyer priorities and position their offerings accordingly. The report suggests that vendors unable to demonstrate clear value and measurement capabilities will face increasing pressure, while those offering integrated, data-driven solutions are likely to capture growing share of marketing budgets.