The IAB 2026 Outlook Study: September Update provides an updated view of U.S. ad spend, opportunities, and challenges for the rest of 2026. Following the January release, it includes revised market- and channel-level forecasts and examines how AI-driven discovery and changing consumer behavior are shaping advertiser priorities.
Based on insights from more than 200 brand and agency decision-makers, the study looks at how marketers are adjusting their strategies. It covers priorities ranging from customer acquisition and brand equity to measurement and brand visibility as consumers increasingly use AI to discover and evaluate brands.
These findings help advertisers, agencies, publishers, and other industry professionals benchmark expectations, identify growth opportunities, and prepare for a rapidly evolving media landscape.
Key takeaways include . . .
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