In today’s Digest, we cover shifts for advertisers in 2026 media budgets, ChatGPT offering target shopping via OpenAI, and OpenAI striking a deal with Intuit for personal finance integration. We also discuss Meta being cleared of monopoly claims over Instagram and WhatsApp.

Advertisers eye 2026 media budget shifts

Major shifts in advertiser priorities for 2026 has been revealed by ISBA’s latest Media Budgets Survey, conducted with Ebiquity and the World Federation of Advertisers. Representing £2.9bn in UK ad spend and part of a global study covering USD$13bn (£9.91bn) across 16 markets, the survey shows 65% of UK advertisers expect to increase overall marketing budgets. 

A clear trend toward brand-building is emerging, with 37% planning to boost branding investment versus just 14% prioritising performance marketing. Television spending is undergoing a transformation. While 60% of advertisers plan to cut linear TV budgets, 83% expect to increase investment in addressable and connected TV, with nearly a third forecasting growth above 10%. Structural changes are also on the horizon, as 68% of brands aim to integrate media and creative agencies. 

Artificial intelligence is also set to play a bigger role in media operations. More than half of respondents expect AI to significantly enhance media optimisation in 2026.

ChatGPT to offer Target shopping; OpenAI strikes Intuit deal for financial integration

Target is teaming up with OpenAI to bring a conversational, curated shopping experience to ChatGPT. Starting next week, customers will be able to tag Target in ChatGPT and request personalised recommendations such as planning a holiday movie night before adding suggested items to their cart and completing purchases via the Target app.

Similarly, OpenAI has struck a USD$100m (£74m) multiyear deal with Intuit, to integrate its financial data into ChatGPT. The partnership will allow users to access Intuit’s apps through the chatbot, enabling AI-powered assistance for tasks such as tax filing, cash flow forecasting, and asking complex financial queries. Customers will need to opt in, and Intuit will control what data is shared.

Meta cleared of monopoly claims 

A US federal judge has ruled that Meta’s acquisitions of Instagram and WhatsApp did not violate competition laws, in an antitrust case brought about by the Federal Trade Commission in 2020 Judge James Boasberg concluded that Meta does not hold a monopoly in the social media market, handing a significant victory to the tech giant and averting a potential breakup of its business.

The FTC had argued that Meta secured dominance by overpaying for Instagram in 2012 and WhatsApp in 2014, but the court found the agency failed to prove Meta’s current market power. Boasberg noted that the social media landscape has shifted dramatically, with rivals like TikTok and YouTube reshaping the industry. He emphasised that Meta’s market share appears to be shrinking, undermining claims of ongoing monopoly control. The judge also highlighted that the FTC had previously reviewed and approved both acquisitions.