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The Interactive Advertising Bureau (IAB) hosted its Annual Leadership Meeting in 2026, where it introduced initiatives aimed at addressing the rapidly changing landscape of digital advertising. As the industry faces swift technological advancements and regulatory challenges, the IAB is focused on enhancing collaboration and transparency across the sector.
A key highlight from the meeting was the projection of a 9.5% growth in U.S. advertising expenditure, primarily driven by digital channels. This growth underscores the rising importance of platforms like social media, retail media, and connected TV, even as traditional linear TV continues to decline.
Market outlook and growth drivers
The IAB’s latest Outlook Study presents an optimistic future, indicating that digital advertising channels will lead market expansion. Social media, TV+, and retail media are expected to spearhead this growth. As advertisers seek effective strategies in an increasingly fragmented media environment, the demand for comprehensive cross-platform measurement is escalating.
AI’s role in advertising
The integration of artificial intelligence in media planning and optimization is becoming more prevalent. Advertisers are increasingly leveraging AI tools to gain insights into campaign performance across various platforms. This shift towards AI-driven solutions reflects a significant trend in the industry, highlighting the need for innovative approaches to measurement and accountability.
Legislative updates and initiatives
In light of growing concerns about AI and content usage, the IAB introduced draft legislation aimed at combating AI content scraping. This framework seeks to protect content creators and publishers from having their work exploited for training generative AI models without proper consent. The proposed legislation aims to foster transparency and accountability, safeguarding the economic foundations of journalism and the open web as AI technologies become more widespread.
Project Eidos and measurement modernization
Another major initiative announced at the meeting is Project Eidos, which aims to transform the approach to advertising measurement. By uniting various stakeholders, including advertisers, media owners, and technology firms, this project seeks to develop measurement frameworks that accurately reflect the contemporary media landscape. The focus will be on improving consistency and comparability in measurement practices, ensuring alignment with current technologies and consumer behaviors.
Leadership changes at IAB
The IAB also revealed new leadership appointments for 2026, with Alison Levin, President of Advertising and Partnerships at NBCUniversal, stepping in as the Chair of the Board. Alan Moss from Amazon Ads has been appointed as Vice Chair. These leadership changes reflect a commitment to fostering collaboration among media entities, platforms, and technology companies, which is essential for tackling the challenges faced by the digital advertising industry.
The announcements made during the IAB’s Annual Leadership Meeting illustrate a proactive stance toward shaping the future of digital advertising. By concentrating on growth, regulatory frameworks, and innovative measurement practices, the IAB is laying the groundwork for a more resilient and dynamic advertising ecosystem.