Observed Signal · Sep 11, 2026 · Policy Update · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
IAB Raises 2026 Ad Forecast; Google Adds AI to Meridian MMM
The IAB raised its 2026 U.S. ad spend growth forecast to 12.3%, up from 9.5% in January, citing a stronger-than-expected first half and improved economic clarity. Growth is particularly strong in social media, CTV, and commerce media. Meanwhile, Google announced updates to its open-source MMM tool Meridian, adding a chatbot interface for model building, data quality auditing, and troubleshooting. Meridian's GeoX geotesting feature exited beta, allowing marketers to segment campaigns by geography and incorporate findings into models. Additionally, Meridian now supports upper-funnel signals like branded search volume. Google is also integrating its Data Manager into Google Analytics and DV360 and adopting the IAB Tech Lab's ECAPI standard for interoperability. The roundup also notes Snapchat's new event-planning features, positioning it as a competitor to Partiful, and other industry moves.
IAB's raised forecast indicates positive ad market growth; Google's Meridian updates signal enhanced measurement capabilities, impacting AdTech measurement and planning.
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Key Takeaways & Evidence Grounding
- IAB raised 2026 U.S. ad spend growth forecast to 12.3%, up from 9.5% earlier.
- Google's Meridian MMM adds a chatbot interface for model guidance, data quality audits, and troubleshooting.
- Meridian's GeoX geotesting feature exited beta, enabling geographic campaign measurement.
- Google integrates Data Manager into Google Analytics and DV360, adopting IAB Tech Lab's ECAPI standard.
- Snapchat launched new event-planning features to compete with Partiful.
Connected Companies & Entities
8 Entities mapped“On Thursday, the IAB released an update to its yearly outlook, forecasting 12.3% growth in ad spend this year....”
“Stop the presses: Google’s Meridian MMM tool is adding a chatbot interface....”
“Meta seems to be stepping back from its own open-source MMM tool....”
“Snap announced a new suite of event-planning features designed to schedule gatherings, send invitations and collect responses....”
“Omnicom’s CFO weighs in on the “disappointing” loss of PepsiCo to Publicis....”
“Omnicom’s CFO weighs in on the “disappointing” loss of PepsiCo to Publicis....”
“Advertisers can now buy ads in ChatGPT through Amazon’s ad tech platform....”
“Robert DeSalvo returns to Perion as managing director of the Americas....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth, as Strong First Half Lifts Expectations
IAB raises its 2026 U.S. ad spend forecast to +12.3% YoY growth, citing a strong first half. The news page also features new releases including 'Measuring Visibility in the AI Era' and the launch of IAB Global Creator Week.
2026 Ad Budgets Shift: AI Shopping and Meta's Victory
This Digest covers three themes affecting digital advertising in 2026: budget shifts, AI-enabled shopping, and regulatory outcomes. ISBA, with Ebiquity and the World Federation of Advertisers, reports UK advertisers expect to raise overall marketing spend in 2026, with 65% planning higher budgets and a shift toward branding (37% vs. 14% for performance). TV remains in flux: 60% intend to cut linear TV, while 83% expect increased investment in addressable and connected TV, with about a third forecasting double-digit growth. The study also notes that 68% of brands aim to integrate media and creative agencies, and more than half expect AI to significantly enhance media optimization in 2026. Separately, Target will enable conversational shopping in ChatGPT by tagging Target and purchasing via the Target app, while OpenAI contracts a USD$100 million multiyear deal with Intuit to integrate financial data into ChatGPT. A US judge ruled that Meta did not violate competition laws in its Instagram/WhatsApp acquisitions.
Xbox Launches TV & Film Division; Meta Tests Link Restrictions
This AdExchanger news roundup covers three major stories. Xbox has unveiled a new TV and film division named XP, led by Kayleen Walters, to explore monetization opportunities including formalizing sponsorships and brand partnerships. Separately, Meta is testing Meta One, a subscription bundle, and has begun charging non-subscribed business pages for including more than two external links in posts, with news pages currently exempt. Additionally, the article discusses the trend of mid-sized independent agencies merging into hybrid holding companies, citing Wpromote's acquisition of Giant Spoon, Chemistry's acquisition of Colossus, and Acadia's purchase of Crush, as competitive pressures from larger groups like Omnicom-IPG and Publicis intensify.
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