Observed Signal · Sep 24, 2026 · Market Signal · Source: ISBA (Incorporated Society of British Advertisers) · Impact: 3/5
ISBA backs Online Responsibility Day 2026
ISBA announces its support for Online Responsibility Day 2026, a new initiative promoting online safety and responsibility.
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AI, Regulation, and Sustainability Shape Digital Ad Future
IAB Europe published its fourth annual State of Readiness — Sustainability in Digital Advertising Report (2026), expanding the survey for the first time to assess both environmental and social sustainability across the European digital advertising ecosystem. Conducted November 2025–January 2026 with 135 responses, the report’s aggregate Double Materiality Analysis finds social impacts (privacy, media plurality, accessibility, diversity, responsible media) rank above environmental impacts. Key findings include AI-related concerns leading the ecosystem agenda (56% cite AI Content Ingestion & Traffic as the top challenge), a marked rise in ad fraud (~30% naming it a major challenge), regulation overtaking CSR as the primary driver of sustainability action, and uneven reporting readiness (32% do not plan to publish sustainability reports). IAB Europe’s Sustainability Standards Committee will intensify guidance on social sustainability themes.
Agency Fees in Creator Deals Pose Transparency Challenge
A new Future of Marketing Briefing from Digiday highlights growing concerns over hidden agency fees in creator marketing. A survey by the Incorporated Society of British Advertisers (ISBA) found that only 42% of marketers report fully transparent agency fees for creator work. Consultants like TrinityP3 warn that bundled deals can leave as little as 35% of budget for talent, compared to 60% when billed line-by-line. The Association of National Advertisers (ANA) reports agencies take an average 30% of influencer spend, with only 39% of agreements transparent. Experts argue that as creator budgets grow, the lack of itemized fees obscures value, leading to calls for greater accountability and measurement. The briefing also covers Diageo's creator recruiting strategy via Martha's Vineyard activations and other industry news.
Britons Prefer Commercial Media; ISBA Examines UK Retail Media Networks
A recent study indicates that British consumers are increasingly turning to commercial media as their sole source of news and entertainment, bypassing public broadcasters. This trend has significant implications for the advertising industry, as commercial media outlets capture a growing share of audience attention. In a separate development, ISBA (the Incorporated Society of British Advertisers) has released a study examining the landscape of UK retail media networks. The study provides an overview of the various retail media offerings available to advertisers in the UK market, highlighting the growth and potential of this channel. Both findings underscore the evolving media consumption habits and the corresponding opportunities for advertisers to reach consumers through commercial and retail media avenues.
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