2Q26 earnings show ad growth splitting sharply by category

Madison and Wall reports that a wave of 2Q26 earnings shows live sports, streaming, in-app, and out-of-home ads thriving while linear TV, publishing, and open web lag. Growth is strong overall but uneven, rewarding product focus and go-to-market choices over sector membership.

Why it matters. Advertisers keep shifting budget dollars toward live sports, streaming, in-app, and out-of-home, while linear TV, publishing, and open web sellers see spend continue to erode.

Signal from Madison and Wall · read the original.

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