Temu and Shein in 2026: How their stop-start spend is reshaping ad auctions (and what media buyers should do)

Temu and Shein’s fluctuating ad spend is driving volatility in digital ad auctions in 2026, especially on Google and Meta. Their sudden shifts impact costs and performance, often misleading advertisers. The blog highlights the need for media buyers to recognise these external factors and adopt more data-led, strategic approaches to avoid misinterpreting results.