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# MoffettNathanson: agency media-buying fees under pressure as AI reshapes ad market
- URL: https://www.medianexis.com/moffettnathanson-agency-media-buying-fees-under-pressure-as-ai-reshapes-ad-market/
- Published: 2026-10-01T16:06:55.000Z
- Updated: 2026-10-01T16:06:55.000Z
- Description: Inside Radio reports that MoffettNathanson now forecasts the U.S. ad market will grow fifteen percent in 2026 to $471.4 billion, with online advertising reaching $359.6 billion, or seventy-six percent of the total, as AI, streaming and sports drive the gains.
- Author: The Signals Desk
- Tags: Agencies, Inside Radio: US ad market growth outlook

**Why it matters.** Agencies must prepare for lower upfront fees and greater reliance on outcome-based compensation as traditional revenue layers like rebates and undisclosed discounts come under pressure.

*Signal from* [*insideradio.com*](https://insideradio.com/?ref=medianexis.com) *·* [*read the original*](https://www.insideradio.com/free/ai-streaming-sports-reshape-growing-u-s-ad-market/article%5F5af1da20-7130-409c-8eaa-5e2b5688f359.html?ref=medianexis.com)*.*