Mediaocean：2026年下半年的主要趋势报告（英文版）

While H1 2026 was defined by renewed investment across the board, heading into H2, marketers are shifting from broad expansion to strategic maturation and operational discipline. Marketers are no longer simply adding to their digital spend; they are optimizing, moving away from broad-stroke expansion toward a precision-led approach that favors ROI and efficiency. In mature digital channels, a move from “Increase” to “Maintain” does not signal a retreat, but rather that these platforms have be