What's 2026 saying: skills, trends and how to get ahead in AdTech
The market is shifting but your value can shift too.
If you’ve been job‑searching in ad‑tech you probably know one thing by now: things evolve fast. And what got you hired 2 or 3 year ago might not apply today.
That’s why this December could be the perfect moment to give yourself a bit of a break, refresh your skill set, recalibrate your strategy, and position yourself for 2026.
Here’s a look at what hiring data and industry signals show and what you can realistically start doing now.
What’s changing: skills trends in AdTech?
• AdTech is evolving – and of course AI…. data and programmatic are leading the way
AI is actually close to my heart. I lead Talent Acquisition for all our Agentic AI tech hiring. I heard a phrase on an AI interview recently which stuck with me:
“Fighting AI is like fighting the wind. Its’ inevitable.”
And “the more you wait, the worse you’ll be, the further away you’ll be.”
Every company, industry, market is evolving with AI. There is going to be transformations, with new jobs that we don’t even know yet! How will processes be reimagined, workflows and workstreams? What skills can you learn now, to get ahead of that and to be a part of the discussion?
- Investment in programmatic advertising is forecast to grow significantly going into 2026, even as regulations tighten. EMARKETER
- Think about hybrid profiles: commercial + technical fluency. Demand is definitely rising for this. Data‑driven campaign optimisation, and AI‑powered adtech consultancy are becoming common. New Digital Age
• Digital marketing and media roles with a data & technology twist
- According to recent hiring trend reports, roles like Digital Marketing Manager, Marketing Analytics Specialist, Digital Project Manager, Content & Performance Marketing, and Data‑driven Campaign Managers are in‑demand. The Digital School
- Employers are increasingly looking for people who combine creative thinking with data literacy, automation fluency, and strategic tech awareness, not only creative output. The Digital School+2
• Hiring remains cautious, but agility and being tech‑savvy will give candidates an edge
- Many companies report slower hiring due to budget pressure and ad‑spend cutbacks Addison Group But at the same time, firms are valuing contract, project‑based, hybrid or consultancy roles until they feel confident to commit, or whilst they work out their own internal employee up-skilling strateg. So that means they will appreciate people who can hit the ground running: with their technical know‑how, adaptable mindset, and cross‑channel experience. Better Days Recruitment
Bottom line: The future of ad‑tech isn’t just about media budgets… it’s about technology, data, performance, automation, and agility. That means senior professionals who adapt will likely lead the next wave of hiring.
What this means for you - and what you can do Right Now
If you’ve been in ad‑tech for a while, your experience gives you an immense advantage, and especially if you translate it for 2026. Here are some options for you to boost your “hireability”:
1. Build on or get comfortable with data tools (Google Analytics 4, Tableau, Excel, SQL if you can even at a basic level)
2. Understand and speak the programmatic and ad‑tech language – get familiar with DSP/SSP/RTB fundamentals, PMP/CTV/DOOH basics
3. Be ready to show that you’re not threatened by automation — that you see it as a force multiplier for strategy, insight, and creative execution.
Then, revisit your personal brand and storytelling
- Update your CV and LinkedIn headline/profile to reflect not just what you did, but what you now know around AI, data, optimisation, performance
- Frame yourself as someone who bridges media, technology, data, and client/business needs - that’s valuable heading into 2026 and further.
Opportunity is still there: with the right frame of mind, new learning, and timing
Yes - hiring is more cautious than during boom times. But if you’re willing to adapt, learn a few new tools, refresh your story, and embrace flexibility, you could be among the first to ride the next hiring wave!
So use this December as a reset and preparation phase.
Let’s make 2026 the year you don’t just hunt for a job, but you re‑launch your career.
You’ve got experience. Let’s make sure it shows.
📍 Reserve your clinic seat now
📍 Or DM me on LinkedIn if you’re unsure which one’s right for you
Samantha Barron, TA Director, Certified Career Coach at Career-Coach.net and Host of “JobsInAdtech Career Coaching Webinars”