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MoffettNathanson: agency media-buying fees under pressure as AI reshapes ad market

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.

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 · read the original.

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