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Digital Advertising Market Review, 2026

Alex Holtz — Mon, 23 Mar 2026 04:00:00 GMT

The IDC Perspective on the Digital Advertising Market Review, 2026, highlights the transformative impact of AI, generative AI, and agentic AI on digital advertising strategies, campaign management, and measurement. The report underscores rapid growth in platforms like CTV, mobile in-app, and retail media networks, driven by advanced personalization, automation, and ecosystem partnerships. As the market shifts toward autonomous, data-driven workflows and cross-platform integration, organizations embracing these innovations will gain a competitive edge.

"In 2026, digital advertising is no longer just about reaching audiences it's about AI-driven orchestration, where autonomous agents, predictive analytics, and immersive platforms converge to create hyper-personalized, closed-loop campaigns. As technology and partnerships redefine the rules, the winners will be those who embrace agentic AI and composable ecosystems. Are you ready to compete in a market where machines are your new media strategists?" — Research Director Alex Holtz, IDC Worldwide Media & Entertainment Digital Strategies

EX, Personalization, and the Challenges in Modern HR Transformation

Leonardo Freitas — Mon, 23 Mar 2026 04:00:00 GMT

This IDC Perspective explores how employee experience (EX) and personalization are reshaping modern HR transformation, driven by AI and agentic automation. As EX becomes a strategic, data-driven mandate, organizations face challenges in data unity, governance, skills, and adoption. The report highlights the shift from fragmented HR solutions to integrated EX platforms, emphasizing unified data, robust governance, and agentic workflows as critical for value realization, trust, and sustainable transformation across the employee life cycle.

“Personalization is no longer just a feature — it has become the foundation of EX. Will your HR transformation empower employees, or simply automate them? The future of EX demands a choice,” said Leonardo Freitas, research manager, Employee Experience at IDC.

IDC Market Glance: Asset Life-Cycle Management, 1Q26

Brian O'Rourke — Mon, 23 Mar 2026 04:00:00 GMT

This IDC Market Glance provides the landscape of asset life-cycle management subsegments and associated segments, including definitions and a list of companies within each subsegment. It is intended to lay out in graphical detail how IDC thinks about the asset life-cycle management market.

IDC Market Glance: Value-Based Healthcare Analytics, 1Q26

Jennifer Eaton — Mon, 23 Mar 2026 04:00:00 GMT

This IDC study provides an overview of key healthcare analytic segments for 2026.

"Healthcare analytics once ended at dashboards. AI now turns hindsight into realtime foresight, surfacing risk, recommending next actions, and executing workflows. Previous disparate data points and buried insights now have the opportunity to drive continuous and scalable improvement." — Jennifer Eaton, research director, value-based healthcare digital strategies, IDC

IDC MaturityScape: Integrated Global Supply Chain Execution 1.0

Travis Eide — Mon, 23 Mar 2026 04:00:00 GMT

This IDC study examines the IDC MaturityScape model for integrated global supply chain execution.

‘‘Persistent disruption has solidified the need for business leaders to advance digital capabilities that synchronize supply chain execution functions. Holistically integrated systems allow teams to identify and capture opportunities, mitigate risks, and optimize trade-offs across global operating environments,’’ says Travis Eide, research director, Transportation, Logistics, Warehousing, and Global Trade at IDC. ‘‘Generating alignment between the disparate elements of supply chain execution allows teams to drive more timely, consistent, and comprehensive decisions across their execution ecosystem.’’

JFrog Establishes a Trust Layer for Agentic AI: Extending the Software Supply Chain to Skills, Models, and MCPs

Jim Mercer — Mon, 23 Mar 2026 04:00:00 GMT

JFrog, best known for Artifactory, its universal binary repository manager, recently announced new capabilities for the Agent Skills Registry and MCP Registry, as well as deeper integration with NVIDIA, representing a strategic evolution of the software supply chain into the agentic AI era. As autonomous agents become active participants in development and operations, enterprises require a system of record that governs not just code, but models, skills, and runtime connectivity. JFrog is positioning Artifactory and its broader platform as the new control plane. The NVIDIA integration aligns JFrog with a key AI infrastructure provider and embeds it into emerging reference architectures for agentic AI. The result is a new approach to AI governance, provenance, and developer experience that reinforces JFrog's relevance in the AI-driven agent development life cycle (ADLC).

Lessons Learned: AI-Enabled ERP Systems

Mickey North Rizza — Mon, 23 Mar 2026 04:00:00 GMT

This IDC Perspective brings forward some of the lessons learned as well as recommendations for those considering AI-enabled ERP systems. Organizations are embracing the new AI-powered digital world with an extreme focus on speed, scale, and agility. IDC's ERP MarketScape series of 2025 finds that many organizations are shifting to AI-enabled ERP systems and are changing providers if they do not have AI enablement within their products.

"It is no longer about enterprise software as we have known it, but rather a new model of AI enablement. Within ERP, organizations are moving in new directions to more AI-enabled ERP systems," said Mickey North Rizza, group vice president, Enterprise Software, IDC. "For most organizations, from small businesses to midsize businesses and large enterprises, AI is still a scar, but when the vendor enables it within the application, such as ERP, it becomes part of the organization's everyday best practices and the AI strategy."

Lessons Learned: AI-Enabled PSA Systems

Mickey North Rizza — Mon, 23 Mar 2026 04:00:00 GMT

This IDC Perspective brings forward some of the lessons learned as well as recommendations for those considering AI-enabled PSA systems. Organizations are embracing the new AI-powered digital world with an extreme focus on speed, scale, and agility. The 2025–2026 IDC MarketScape series for AI-enabled PSA and PSA ERP applications finds that many organizations are shifting to AI-enabled PSA systems and AI-enabled PSA ERP systems. And organizations are changing providers if they do not have AI enablement within their products.

"AI enablement has become a key factor for the selection of PSA systems," said Mickey North Rizza, group vice president, Enterprise Software. "While AI is new, it brings much to services organization when the vendors enable it within their PSA application, reshaping work and bringing more insights and improved productivity."

Market Analysis Perspective: European Business Automation Strategies, 2026

Milan Kalal — Mon, 23 Mar 2026 04:00:00 GMT

This IDC Market Analysis Perspective provides insight into the current and future state of the European business automation software market for 2026. It offers information to support planning, market intelligence, competitive intelligence, and go-to-market initiatives. The document includes an overview of the current market landscape, a technology buyer perspective, a market outlook, and IDC's advice for technology suppliers in this market.

Navigating AI Sovereignty: What’s Important for the Global CIO

Dr. Ron Babin — Mon, 23 Mar 2026 04:00:00 GMT

This IDC Perspective discusses how the rapid AI growth since 2022 has prompted nations to prioritize AI sovereignty, complicating global operations for CIOs. IDC’s Sovereign AI Framework helps executives navigate these geopolitical and regulatory risks. By utilizing this framework, organizations can align enterprise AI policies with diverse jurisdictional laws, ensuring strategic independence and compliance in an increasingly complex and regulated global landscape.

“CIOs overseeing global operations must navigate the complexities of AI sovereignty across various jurisdictions. This requirement is nuanced and highly dependent on a firm’s specific industry; however, IDC’s Sovereign AI Framework offers a strategic road map. As AI adoption becomes the norm, managing these sovereign risks has transitioned from a technical challenge to a core leadership priority,” says Dr. Ron Babin, adjunct research advisor for IDC’s IT Executive Programs (IEP).