In the 1920s, John Wanamaker famously lamented that half his advertising was wasted, he just didn't know which half. One hundred years later, our research suggests we haven't solved Wanamaker's dilemma, we’ve just digitized it.
The 2026 State of Digital Media Report
According to the 2026 State of Digital Media Report, the industry's average Media Confidence Score sits at just 60%.
Despite billions invested in AdTech, a massive 'Confidence Gap' remains. Why? Because the industry is hitting a governance ceiling.
While ambition is high, only 3.8% of advertisers have achieved the 'Always-On' governance required to truly optimize their spend. Most brands are stuck reacting to performance dips or merely checking boxes for financial compliance.
Learn the 5 Stages of Media Maturity
Where Does Your Brand Sit?
Based on our global benchmark data, we have mapped the industry across five distinct stages of governance:
Stage 1: HOPE/PRAY – Relying entirely on agency reporting. You are grading your homework with the agency's answer key.
Stage 2: REACTIVE – Auditing only when performance dips. You are firefighting instead of optimizing.
Stage 3: COMPLIANCE – Focus on financial contract compliance only. You are checking the math, but ignoring media quality.
Stage 4: GOVERNANCE – Regular comprehensive analysis. You have a solid framework, but need to accelerate your feedback loops.
Stage 5: OPTIMIZED – Consistent, data-driven optimization. You leverage AI and automation to monitor real-time anomalies.
The brands that win in 2026 will be the ones that identify their current stage and take immediate action to break through the ceiling.
Ready to find out your score?
Stop guessing on your media spend.
Take our 2-Minute Media Maturity Calculator to discover your exact stage and receive a customized, step-by-step roadmap to eliminate waste and gain total control of your media investment.
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