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Lead DevelopmentFACT · 4/5•10 Sept '26•Via Digiday

US Ad Spend Forecast Revised Upward Amid Rising AI Use

The Interactive Advertising Bureau (IAB) has revised its 2026 U.S. ad spend growth forecast to 12.3%, up from 9.5%, citing strong spending around major live events like the Winter Olympics and the World Cup. Research consultancy Madison & Wall projects global ad spend growth of 11% to over $1.3 trillion. Notably, the share of ad dollars directed through AI or automated campaign types, such as Meta's Advantage+ and Google's Performance Max, is set to rise to 12% of U.S. ad spend ($479 billion excluding political), up from 2% in 2023. By 2030, AI-directed spend is expected to reach $158 billion, or 27% of the U.S. ad market. Media agencies report significant client adoption, with some allocating over 50% of search budgets to Performance Max. Platforms like Google and Meta are driving this shift, with Google's AI Max and Performance Max accounting for 30% of search spend, and Meta's Advantage+ on track for $75 billion in annual revenue.

•The IAB revised U.S. ad spend growth forecast for 2026 to 12.3%, up from 9.5%.
•Madison & Wall estimates global ad spend will grow 11% in 2026 to over $1.3 trillion.
•AI-directed ad spend is projected to rise to 12% of U.S. ad spend in 2026, up from 2% in 2023.

Entities:Meta Google Alphabet Amazon Reddit Pinterest TikTok WPP Jellyfish Tinuiti IAB

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FACT · 4/57 Sept '26· Via Meedia

Comscore Measures Performance Impact of AI Chat Advertising

Comscore has expanded its AI Intelligence suite to measure sponsored placements within AI-powered chat interfaces, linking them to downstream user behavior for attribution. The company reports that sponsored ads appeared in 24% of hotel-related ChatGPT queries by May 2026, up from 6% in March. This development addresses the challenge of measuring advertising effectiveness in conversational AI, where traditional click-through metrics may be insufficient. The move comes as OpenAI's advertising business reportedly reached an annualized revenue run rate of $1 billion. Comscore's approach involves tracking prompt-response pairs, cited domains, and subsequent website visits to assess business impact. The initiative highlights the growing importance of AI chat as an advertising channel and the need for new measurement standards.

•Comscore expanded its AI Intelligence to measure sponsored chat advertising and its business impact.
•Sponsored ads appeared in 24% of hotel-related ChatGPT queries in May 2026, up from 6% in March.
•OpenAI reached an annualized revenue run rate of $1 billion from its advertising business.

Comscore OpenAI Anthropic Nielsen IAB

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