The 2026 IAB Outlook Study delivers market-wide and channel-level ad spend projections, plus insights into how media buyers are recalibrating growth strategies amid AI and agentic AI adoption, shifting consumer behavior, and rising performance pressure.
With these insights, the ad industry can strategically prepare for 2026, benchmark performance, and identify new opportunities as the industry shifts from AI experimentation to AI as core infrastructure for campaign execution.
Key Findings
- Ad spend growth accelerates in 2026: +9.5% (vs. +5.7% in 2025); excluding major events, growth is +7.1%–7.8%.
- AI dominates 2026 priorities: 5 of the top 6 buyer focus areas are AI; two-thirds center on agentic AI, with 96% awareness.
- AI is also the biggest challenge: buyers cite AI-driven consumer behavior shifts, agentic buying complexity, and GenAI campaign application.
- Priorities are shifting: acquisition remains #1, but buyers are leaning more into repeat purchases amid rising costs and profitability pressure.
- Digital channels lead growth: Social (+14.6%), CTV (+13.8%), and commerce media (+12.1%); linear TV declines less due to major events.
Access the full study to uncover more detailed insights and strategies for your 2026 planning.