Market Radar · Research library
2026 IAB Outlook Study (Ocak)
IAB28 Jan 2026Surveyn=205United States
Read the report at IAB (opens in a new tab)
Also atthedrum.com/…/advertising-is-going-on-autopilot-but-who-j…
What Market Radar took from it
The figures Market Radar reads from this report, as its data records them, each with the publisher, the place and the date.
72% of US buyers will increase focus on cross-platform measurement in 2026, up from 64%
IABUnited StatesJan 2026n=205
73% of US buyers are prioritizing content optimized for AI-generated answers
IABUnited StatesJan 2026n=205
Adapting to evolving consumer behavior is the top media investment challenge for US buyers (44%)
IABUnited StatesJan 2026n=205
Two-thirds of US buyers are focused on agentic AI for ad buying and campaign execution
IABUnited StatesJan 2026n=205
Used in Market Radar
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Marketing Trends for members
Audience Insight · APACAudience Insight · EMEAAudience Insight · USGrowth & Media · EMEAGrowth & Media · US
About this report
- Publisher
- IAB
All 11 IAB reports in the library - Published
- 28 Jan 2026
- Type
- Survey
- Sample
- n=205
- Countries
- Regions
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