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.
Key takeaways include:
- 2026 U.S. ad spend forecast raised from +9.5% to +12.3% YoY, fueled by strong first-half performance and major cyclical events
- Customer acquisition and brand equity are rising priorities as consumers become more selective and switch brands
- AI-driven discovery is reshaping the consumer journey, with optimizing content for AI answers the top area of increased focus
- Measurement is evolving with AI, as 86% of buyers are changing or expect to change how they measure media performance
- Social, CTV, and commerce media lead growth, while creators, first-party data, and contextual strategies gain focus
