IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth, as Strong First Half Lifts Expectations

IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth, as Strong First Half Lifts Expectations

IAB raises 2026 U.S. ad spend forecast to +12.3% YoY from 9.5%, lifted by strong H1 and major sports events. AI-driven discovery transforms customer journeys; marketers shift to acquisition (63%) and brand equity while 86% plan new performance measurement approaches.