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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.’’

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."

Office of the CDO: Putting Data to Work — Implementing and Measuring IDC’s Enterprise Intelligence Architecture

Marlanna Harrington, Stewart Bond — Mon, 23 Mar 2026 04:00:00 GMT

This IDC Tech Buyer Presentation provides an executive overview of IDC’s Enterprise Intelligence Architecture and its role in enabling AI-ready data. As generative and agentic AI move from experimentation to scaled deployment, organizations must modernize data foundations, governance, and operating models to support intelligent, event-driven, and autonomous business execution.

The document introduces the four planes of the architecture — data, data control, data synthesis, and business activity — and outlines a maturity framework, organizational considerations, and key metrics for operationalizing AI at scale. It serves as the high-level companion to the Building an AI-Ready Data Architecture Series that examines each of the four planes in depth.

Powering Progress Together: Key Takeaways from the IDC Utilities Xchange 2026

Roberta Bigliani, Gaia Gallotti, Jean-François Segalotto, John Villali — Mon, 23 Mar 2026 04:00:00 GMT

This IDC Tech Buyer Presentation highlights some key topics discussed at the 15th edition of the IDC European Utilities Xchange (IDCUEX), held in Valencia, Spain, on March 2 and 3, 2026, under the theme "Powering Progress Together."

The two-day event was attended by around 55 European utility executives from 23 countries, representing 42 utilities and energy companies, plus business partners Schneider Electric, Bidgely, OverIT, Ferranti, and Gentrack.

Through keynote presentations, fireside chats, workshops, roundtable discussions, and more, the community focused on scaling digital and AI-driven transformation, reinforcing cybersecurity, modernizing infrastructure, and deepening collaboration across the ecosystem. The event brought together utilities, regulators, technology partners, and customers. Flexibility, innovation, divergent thinking, and workforce development surfaced as core enablers of a resilient, inclusive, and future-ready energy system.

The Future of Finance: Objectives, Priorities, and the Importance of Technology for CFOs and Finance Leaders

Charles Aladesuru — Mon, 23 Mar 2026 04:00:00 GMT

This IDC Market Presentation explores the outlook of CFOs and finance leaders in EMEA for 2025, their business and technology priorities, and their challenges ahead.

It leverages quantitative insights from IDC's Worldwide C-Suite Tech Survey, 2025, to provide an unparalleled view into what is top-of-mind for EMEA CFOs and finance leaders, the role technology investments will play in their organizations, and the evolution of their roles.