IAB's 2026 Outlook predicts faster growth, bigger bets on AI and a collective industry shrug toward "agentic" everything.

More than a third of marketers say they can't prove incremental return on ad spend.

Networks and platforms anchored by live sports are benefiting from stable viewership and pricing power, while general entertainment channels continue to face sharper audience and …

Discovery, consideration and even purchase are increasingly happening inside AI interfaces, often without a click, a visit or a polite thank you to the brand …

Americans usually stay close to home in ways that are meaningful for media buyers and advertisers.

Roughly 40 percent of media buyers now view retail media as a full-funnel solution, according to survey data.

Eighty-two percent of ad executives believe Gen Z and millennials feel positive about AI-generated ads. Only 45% of those consumers agree.

Distinctive brand assets now deliver significantly more impact than star appearances alone, with updated modeling showing these assets generating more than double the effectiveness of …

Invalid clicks contaminate conversion data, mislead bidding algorithms, inflate acquisition costs and push spend toward campaigns that appear effective on paper but fail to generate …

Data richness, while critical for targeting and performance, increasingly sits alongside regulatory risk, consumer scrutiny and platform-level privacy controls.