What does this Marketing & Ads business model report cover?

It covers 10 Marketing & Ads trend signals, the drivers behind them, related business opportunities, and 30 business model ideas for 2026.

How is the "RAVEN FLIES" trend keyword used?

The trend keyword is a shorthand map for the major shifts shaping Marketing & Ads, helping readers scan the strategic logic before reviewing each detailed trend.

Who should use this Marketing & Ads volume?

It is designed for founders, strategy teams, product leaders, investors, consultants, and new-business planners working on Marketing & Ads opportunities.

Where can I buy the full book?

The full English volume is available through Amazon and Google Play Books. Direct PDF purchase is shown only for visitors in the EU and UK.

Marketing & Ads Business Model Trends 2026

Name: Next Business Model 2026: Marketing & Ads
Author: The Innovation Lab

R

Retail Media Revolution

"A phenomenon where retailers transform into media publishers by leveraging their vast First-Party Data to provide highly targeted advertising to brands. In 2026, 'Closed-loop..."

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Definition

"A phenomenon where retailers transform into media publishers by leveraging their vast First-Party Data to provide highly targeted advertising to brands. In 2026, 'Closed-loop..."

Beyond simply displaying banners within shopping malls, it proves the direct correlation between advertising and purchases through 'Closed-loop Attribution' that combines offline store data with online behavior. Furthermore, it expands the targeting scope to platforms outside the retailer, such as external websites and Connected TV (CTV) (Off-site Ads), establishing an all-encompassing customer tracking system.

Drivers

Policy (Regulation)

The value of actual purchase-based First-Party Data held by retailers has relatively skyrocketed due to the discontinuation of third-party cookie support.

Economy

Retailers have encountered economic incentives to create new revenue streams through high-margin advertising businesses to compensate for low product profit margins.

Opportunities

Building Vertical Retail Media Network (RMN) Platforms

Not only retail giants, but also vertical platforms with traffic and data, such as travel, finance, and delivery, can secure high-margin Revenue Models by building their own advertising networks.

Off-site Ads Solutions

The ad-tech solution market will grow, enabling the delivery of advertisements to Target Customers outside of their own apps (open web, Connected TV (CTV)) and tracking performance using retailer data.

A

Autonomous Marketing

"Artificial Intelligence is evolving beyond simple analysis tools into 'AI Agent' partners that independently manage and execute complex marketing workflows, including budget..."

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Definition

"Artificial Intelligence is evolving beyond simple analysis tools into 'AI Agent' partners that independently manage and execute complex marketing workflows, including budget..."

AI takes over workflows in the form of an 'AI Agent' that allocates budgets, establishes media plans, and optimizes campaigns in real-time without prompt input. Companies build a 'Brand AI Twin' trained on all their data and guidelines to control and manage automated interactions so they do not deviate from the brand identity.

Drivers

Tech (Technology)

The rapid advancement of Large Language Models (LLMs) and predictive analytics technology has made the full automation of complex decision-making and workflow management technically feasible.

Economy

Amidst economic downturns and cost-cutting pressures, corporate demand to maximize workforce efficiency and reduce operating costs is accelerating the adoption of AI agents.

Opportunities

Brand AI Twin Development Services

There is a need for B2B development services that build customized AI models (twins) that perfectly reflect brand identity by training on a company's unique tone and manner, guidelines, and data.

AI Agent Monitoring and Ethics Consulting

Specialized consulting and management services will emerge to monitor and audit Autonomous Marketing AI to ensure it does not compromise Brand Safety or make unethical decisions.

V

Value Equation

"The definition of 'value' is being reconstructed beyond price and quality into a complex combination of corporate social responsibility (ethical value), direct benefits (economic..."

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Definition

"The definition of 'value' is being reconstructed beyond price and quality into a complex combination of corporate social responsibility (ethical value), direct benefits (economic..."

Beyond price discounts or emphasizing quality, brands design hybrid Value Propositions that combine ethical actions (CSR) or messages representing consumer beliefs (Meaning Out). They execute 'Value Return' campaigns that return direct benefits or experiences to consumers instead of using marketing budgets solely for advertising costs.

Drivers

Social

As the 'Meaning Out' phenomenon, where Gen Z expresses their beliefs through consumption, spreads, brand morality has become a key purchasing criterion.

Economy

As price sensitivity has increased due to prolonged global inflation, pragmatic consumption patterns—where consumers do not open their wallets without clear economic benefits or value—have strengthened.

Opportunities

Hybrid Membership Model

Next-generation membership programs can be designed to combine 'value consumption' and 'economic benefits,' such as providing rewards for donation participation or eco-friendly activity certification, going beyond simple accumulation benefits.

Authenticity Marketing Consulting

Branding consulting opportunities exist to help mid-market brands that have lost price competitiveness build fandoms by internalizing firm brand philosophies and ethical values.

E

Experience Economy

"The marketing paradigm is shifting from selling products to designing memorable and emotional brand experiences. In 2026, a Strategy that maximizes customer engagement by..."

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Definition

"The marketing paradigm is shifting from selling products to designing memorable and emotional brand experiences. In 2026, a Strategy that maximizes customer engagement by..."

By integrating AR/VR technology into offline pop-up stores or creating metaverse spaces that embody the brand universe, brands encourage immersive participation rather than simple viewing. Data generated while consumers participate in virtual fittings or events is collected and used as a channel to secure Zero-Party Data to understand customer preferences without cookies.

Drivers

Tech

The advancement of immersive technologies such as AR, VR, and the metaverse has made it easier to implement 'Phygital' experiences that seamlessly combine physical spaces with digital experiences.

Social

Consumers, feeling fatigued by uniform digital banner ads, have come to crave authentic relationships and participatory experiences with brands.

Opportunities

Phygital Event Planning

Integrated event agency services that combine digital elements like AR docents and virtual fittings with offline pop-up stores to increase customer dwell time and collect data are promising.

Zero-Party Data Gamification

Interactive content production businesses designed to allow consumers to naturally provide their preference information while enjoying games or tests will grow.

N

Niche Community

"The marketing focus is moving away from broad targeting toward identifying and nurturing hyper-segmented 'Niche Community' groups consisting of passionate fans who share specific..."

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Definition

"The marketing focus is moving away from broad targeting toward identifying and nurturing hyper-segmented 'Niche Community' groups consisting of passionate fans who share specific..."

Instead of mass targeting, brands identify hyper-segmented fandoms with specific interests, provide a community space for them to interact, and act as a supporter. By elevating community members from simple consumers to partners in product planning and feedback, brands create a virtuous cycle Ecosystem where voluntary viral activity and data sharing occur.

Drivers

Social

Amid the 'disappearance of the average' phenomenon, where individual tastes are becoming fragmented, and feelings of digital alienation, the social desire to find a sense of belonging with people who share similar tastes has grown.

Policy (Regulation)

Due to the decline in the efficiency of retargeting ads caused by cookie restrictions, it has become imperative for companies to build their own communities where they can directly gather and retain loyal customers.

Opportunities

Community-as-a-Service (CaaS) Platform

SaaS-based solutions are needed to allow brands to easily embed community features within their own apps or websites, manage fandoms, and analyze data.

Community Insight Mining

Data analysis services that use Artificial Intelligence to analyze conversations and feedback within active Niche Communities to derive new product ideas and marketing insights represent a significant opportunity.

F

First-Party Data

"The marketing foundation is shifting from third-party cookies to 'First-Party Data,' which companies collect directly from customers, and 'Zero-Party Data,' which customers..."

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Definition

"The marketing foundation is shifting from third-party cookies to 'First-Party Data,' which companies collect directly from customers, and 'Zero-Party Data,' which customers..."

Moving away from dependence on third-party cookies, companies are establishing systems to collect First-Party Data and Zero-Party Data provided directly by customers through brand-owned mall logins, newsletter subscriptions, and memberships. Collected data is managed integrally through a Customer Data Platform (CDP) and linked with encrypted identification technologies like Unified ID 2.0 (UID2) to maintain targeting accuracy.

Drivers

Policy (Policy/Regulation)

Google's plan to phase out third-party cookie support and the strengthening of privacy regulations (GDPR, etc.) by various governments are forcing fundamental changes in data collection methods.

Tech (Technology)

The introduction of tracking prevention features (ITP, etc.) at the browser and OS level has caused a sharp decline in the efficiency of existing third-party data-driven marketing.

Opportunities

Integrated Data Construction (CDP) Consulting

Demand for Customer Data Platform (CDP) implementation and optimization consulting, which integrates fragmented customer data to create a Single Customer View, will surge.

Value Exchange Design

Strategy consulting is needed to design and test what benefits (content, discounts, services) should be offered to encourage customers to voluntarily provide personal information.

L

Living Room Screen

"Advertising budgets are shifting significantly from traditional TV to Connected TV (CTV) and OTT streaming platforms. It is a new channel that combines the immersion of TV with..."

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Definition

"Advertising budgets are shifting significantly from traditional TV to Connected TV (CTV) and OTT streaming platforms. It is a new channel that combines the immersion of TV with..."

By combining the brand exposure effects of traditional TV advertising with digital precision targeting, customized ads tailored to household characteristics (Addressable TV) are broadcast. By introducing 'Shoppable Ads' that allow viewers to scan a QR code on the screen with a remote or mobile device to move immediately to a purchase page, TV is transformed into a performance marketing channel.

Drivers

Social (Society)

The 'Cord-cutting' phenomenon, where users cancel pay-TV and move to OTT streaming services, has shifted the dominance of TV viewing to Connected TV (CTV).

Tech (Technology)

Unlike traditional TV, a technical environment has been established that enables digital-level precision targeting and clear measurement of advertising performance (ROI).

Opportunities

Shoppable CTV Ad Production

Interactive ad creative production businesses dedicated to Connected TV (CTV), such as QR code insertion on TV screens or remote control-responsive interfaces that allow viewers to react immediately after seeing an ad, are promising.

Integrated Performance Measurement Solution

Development of an analytics platform is required to integrally measure ad exposure and conversion performance across various screens—including traditional TV, Connected TV (CTV), and mobile—and present de-duplicated results.

I

Intelligent Content

"The marketing content production paradigm is shifting toward collaboration between humans and Generative AI. It has become possible to produce and personalize advertising..."

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Definition

"The marketing content production paradigm is shifting toward collaboration between humans and Generative AI. It has become possible to produce and personalize advertising..."

Using Generative AI, a single idea can be instantly transformed into hundreds of personalized image and copy variations (Dynamic Creative Optimization (DCO)), and assets are replaced in real-time based on customer response. Marketers focus on curation and Prompt Engineering—selecting and refining the results that best align with the brand Strategy among the numerous drafts generated by AI—rather than production.

Drivers

Tech (Technology)

The democratization of AI models capable of generating high-quality content, such as GPT-4 and Midjourney, has made it possible for anyone to produce professional-level creative.

Economy

There are cost and time issues where human labor alone cannot handle the vast amount of content variations required for Hyper-personalization marketing.

Opportunities

Generative AI Creative Studio

Specialized studios that utilize Artificial Intelligence trained on brand-specific data to quickly produce and deliver large volumes of high-quality image and video assets required for Hyper-personalization marketing will grow.

AI Content Curation and Optimization

Specialized services that curate the best results matching the brand fit from numerous AI-generated drafts and inspect them for legal and ethical issues will become a core human role.

E

Ethical Transparency

"As strict Regulation and consumer scrutiny regarding data privacy, corporate social responsibility, and Greenwashing intensify, brands face the challenge of adhering to extreme..."

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Definition

"As strict Regulation and consumer scrutiny regarding data privacy, corporate social responsibility, and Greenwashing intensify, brands face the challenge of adhering to extreme..."

Marketing teams collaborate with legal and Compliance teams to proactively remove Dark Patterns or Greenwashing elements from the campaign planning stage. Instead of vague expressions regarding product eco-friendliness claims or data usage methods, they secure trust from consumers and regulatory bodies by specifying verifiable, concrete data and evidence.

Drivers

Policy (Regulation)

Legal Regulation against deceptive marketing and false environmental claims by companies has been strengthened, including the EU's 'Digital Fairness Act' and the imposition of Greenwashing fines.

Social

An environment has been created where unethical behavior by companies is shared and Adoption occurs in real-time through SNS, leading to strengthened consumer monitoring of corporate transparency.

Opportunities

Ethics Compliance-as-a-Service (CaaS)

Automated Legal-tech services are needed to pre-examine and certify a company's Marketing & Advertising activities in alignment with complex global Regulation, such as digital fairness laws and Greenwashing Regulation.

Supply Chain Transparency Visualization Solution

Solutions that use blockchain and other technologies to visualize carbon footprints and ethical information from raw materials to production and distribution, enabling consumers to easily verify them, will become an opportunity.

S

Short-Form Shoppability

"Short-form video platforms are evolving beyond simple entertainment into a powerful engine for 'Discovery Commerce,' where consumers gain spontaneous purchase inspiration through..."

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Definition

"Short-form video platforms are evolving beyond simple entertainment into a powerful engine for 'Discovery Commerce,' where consumers gain spontaneous purchase inspiration through..."

In-app payment functions are actively introduced within short-form platforms like TikTok or Reels, allowing for a seamless transition from content viewing to product purchase. Through a 'Discovery Commerce' Strategy where algorithms analyze user interests and naturally expose product videos with a high probability of purchase in the feed, impulse buys are induced without searching.

Drivers

Social

Consumers' media consumption habits of preferring short and intuitive Short-Form videos under 1 minute over long videos have seen Adoption across all generations.

Tech

The curation performance of Platform algorithms, which accurately predict and recommend products that users might potentially want even without searching, has advanced significantly.

Opportunities

Shoppertainment Content Production

Specialized production companies will emerge to plan short-form content that satisfies both "fun" and "driving purchases" rather than simple promotion, seamlessly connecting it with commerce functions.

Algorithm Optimization (Merchandising)

New SEO/SMO services are required to analyze the recommendation algorithms of short-form platforms and optimize brand content to maximize exposure on the Target Customer's discovery feeds.

Marketing & AdsBusiness Model

The RAVEN FLIES Trend Map

Data-Verified Business Intelligence

Retail Media Revolution

Autonomous Marketing

Value Equation

Experience Economy

Niche Community

First-Party Data

Living Room Screen

Intelligent Content

Ethical Transparency

Short-Form Shoppability

30 Business Models in Detail

Marketing & Ads Business Model FAQ

What does this Marketing & Ads business model report cover?

How is the "RAVEN FLIES" trend keyword used?

Who should use this Marketing & Ads volume?

Where can I buy the full book?

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