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# IAB raises US ad spend forecast as AI tools capture more of the budget
- URL: https://www.medianexis.com/iab-raises-us-ad-spend-forecast-as-ai-tools-capture-more-of-the-budget/
- Published: 2026-09-11T00:19:32.000Z
- Updated: 2026-09-11T00:19:33.000Z
- Description: The IAB now projects 12.3% U.S. ad spend growth this year, up from 9.5%. Madison & Wall estimates AI-directed spend will hit 12% of U.S. ad dollars, up from 2% in 2023, reaching 27% by 2030.
- Author: Fabric.Media Editorial
- Tags: Ad-tech, AI, Sam Bradley, US ad spend forecast rises with AI tool adoption

**Why it matters.** As automated tools like Performance Max and Advantage+ absorb a growing share of budgets, buyers cede granular control to platform algorithms in exchange for scale.

*Signal from* [*digiday.com*](https://digiday.com/?ref=medianexis.com) *·* [*Sam Bradley*](https://www.medianexis.com/tag/by-sam-bradley/) *·* [*read the original*](https://digiday.com/media-buying/ad-spend-forecasts-revised-upward-as-more-ad-dollars-are-handled-by-ai-tools/?ref=medianexis.com)*.*