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# 2Q26 earnings show ad growth splitting sharply by category
- URL: https://fabric-media.ghost.io/2q26-earnings-show-ad-growth-splitting-sharply-by-category/
- Published: 2026-08-12T20:15:47.000Z
- Updated: 2026-08-22T22:03:35.000Z
- Description: A wave of 2Q26 earnings shows live sports, streaming, in-app, and out-of-home ads thriving while linear TV, publishing, and open web lag. Growth is strong overall but uneven, rewarding product focus and go-to-market choices over sector membership.
- Author: Fabric.Media Editorial
- Tags: Measurement, Earnings

**Why it matters.** Advertisers keep shifting budget dollars toward live sports, streaming, in-app, and out-of-home, while linear TV, publishing, and open web sellers see spend continue to erode.

*Signal from* [*Madison and Wall*](https://madisonandwall.substack.com/) *·* [*read the original*](https://madisonandwall.substack.com/p/m-and-w-saturday-summary-2q26-ad)*.*