Impact of AI on Digital Advertising Report 2026

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.

1. 38% (19 of 50) are still assessing the EU AI Act's impact on their company

   IAB EuropeSep 2026n=50

2. 59% (17 of 29) report increased investment in AI marketing technologies in 2026 compared with 2025

   IAB EuropeSep 2026n=29

3. 62% (31 of 50) would benefit from industry-association guidelines on the use of AI technologies for marketing

   IAB EuropeSep 2026n=50

4. 72% (21 of 29) report higher general AI investment in 2026 than in 2025

   IAB EuropeSep 2026n=29

5. Difficulty integrating tools or switching providers is a top barrier to AI adoption for 30% (15 of 50)

   IAB EuropeSep 2026n=50

6. Implementation costs are a top barrier to AI adoption for 30% (15 of 50)

   IAB EuropeSep 2026n=50

7. Lack of expertise or training is the top barrier to AI adoption, selected by 42% (21 of 50) of European digital advertising respondents

   IAB EuropeSep 2026n=50

8. Legal uncertainty is a top barrier to AI adoption for 30% (15 of 50)

   IAB EuropeSep 2026n=50

9. Limited high-quality data is a top barrier to AI adoption for 14% (7 of 50)

   IAB EuropeSep 2026n=50

10. Respondents rate the overall performance of AI in their ad operations at 2.76 out of 5 on average

    IAB EuropeSep 2026n=21

Market Radar takes 11 figures from this report; the 10 newest are shown here.

Used in Market Radar

The Market Radar pages that use this report.

About this report

Publisher

IAB Europe
All 2 IAB Europe reports in the library

Published

24 Sep 2026

Type

Survey

Sample

n=50

Regions

• EMEA

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