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2026 Outlook Study: September Update
IAB10 Sep 2026Surveyn=211United States
Read the report at IAB (opens in a new tab)
Also atiab.com/…/iab-raises-2026-u-s-ad-spend-forecast
What Market Radar took from it
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45% of US buyers cite difficulty comparing AI-driven and traditional customer journeys as their top measurement challenge
IABUnited StatesSep 2026n=211
48% of US buyers are measuring or will measure brand visibility and citations directly within AI tools (most common measurement change); 86% are changing measurement due to AI tools/agents
IABUnited StatesSep 2026n=211
Adapting to evolving consumer behavior, incl. AI-driven search, remains the top media investment challenge (44%)
IABUnited StatesSep 2026n=211
Getting consistent, reliable visibility/citations data is among the biggest AI-era measurement challenges for US buyers
IABUnited StatesSep 2026n=211
Optimizing content for AI-generated answers is the No. 1 area of increased focus among US buyers at 76%
IABUnited StatesSep 2026n=211
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About this report
- Publisher
- IAB
All 11 IAB reports in the library - Published
- 10 Sep 2026
- Type
- Survey
- Sample
- n=211
- Countries
- Regions
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