IAB raises US ad spend forecast as AI tools capture more of the budget

Digiday’s Sam Bradley reports that 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.

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 · Sam Bradley · read the original.

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