AnalysisBusinessSeptember 18, 2026

IAB raises 2026 US ad spend forecast to 12.3% on AI ad tools

The Interactive Advertising Bureau lifted its 2026 US ad spend growth forecast from 9.5% to 12.3%, citing automated on-platform AI ad tools like Meta's Advantage+ and Google's Performance Max. Agency executives told Digiday roughly 11-12% of digital ad spend, and up to 30% in some cases, is now managed by these tools.

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