Advertising activity in digital in H1 2026.

Digital advertising is becoming increasingly concentrated around those selling here and now.

In the first half of 2026, just ten advertisers accounted for 16% of all digital advertising activity. The list includes OLX, Prom, Comfy, Temu, Fozzy, Rozetka, Epicentr, Foxtrot, as well as representatives of the online gaming segment.

The breakdown by category is even more revealing: retail accounted for 53% of advertising activity, while all other categories combined represented 47%.

This is no longer simply the dominance of one industry. Digital is becoming a space where retail sets the pace in the competition for attention. The reasons are clear: a short path from ad exposure to purchase, the ability to adjust offers quickly, measure results accurately, and continuously optimize campaigns.

At the same time, this concentration increases the cost of attention for brands in other categories. They must compete not only with one another but also with platforms that have broad product ranges, constant promotions, and extensive data.

Brands should therefore reconsider not only their budgets but also the role of creativity, contact frequency, and their ability to generate demand beyond price promotions.

Is digital becoming retail territory where other categories are left with increasingly expensive consumer attention?

Data processed by Media Systems