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Research · 11 September 2026

Madison and Wall Raises Ad-Spending Growth Estimates, Lifting MediaPost Composite Forecast

Madison and Wall revised upward its worldwide and U.S. ad-spending growth estimates for this year and next, which boosted MediaPost's composite forecast for both. The firm raised its global ad-spending growth projection for 2026 by 2.2 points to +11.6% and its U.S. projection by 3.5 points to +15.6%.

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Madison and Wall Raises Ad-Spending Growth Estimates, Lifting MediaPost Composite Forecast

What the study found

Madison and Wall revised upward its worldwide and U.S. ad-spending growth estimates for this year and next, which boosted MediaPost's composite forecast for both. The firm raised its global ad-spending growth projection for 2026 by 2.2 points to +11.6% and its U.S. projection by 3.5 points to +15.6%.

Detail

Madison and Wall revised upward its worldwide and U.S. ad-spending growth estimates for this year and next, which boosted MediaPost's composite forecast for both. The firm raised its global ad-spending growth projection for 2026 by 2.2 points to +11.6% and its U.S. projection by 3.5 points to +15.6%.

Research Story 2 of 2

ISBA Digital Retail Media Study and IPA TouchPoints Report on British Commercial Media Consumption

What the study found

A report based on the 2026 IPA TouchPoints database found that British adults now spend 44% of their commercial media time alone, a 10% increase from 2015 when tracking began. The study links much of this change to smartphones, which now match television in total commercial media consumption time among all British adults. ISBA has published the second phase of its Digital Retail Media Study.

Detail

British adults consume 44% of commercial media alone as of 2026. Solo commercial media consumption among British adults has risen 10% since 2015. Smartphones now account for as much commercial media time as television among all British adults.

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IAB Raises U.S. Ad-Spending Forecast for 2026

The Interactive Advertising Bureau revised its U.S. advertising spending projection upward by 2.8 points to over 12.3% for 2026, compared to its January 2026 estimates. The report attributes stronger-than-expected first-half ad spending to record-setting audience and revenue figures from the Winter Olympics and World Cup. The study notes that buyer sentiment appears optimistic about the upcoming midterm elections, which will conclude a busy, event-driven year.

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The Interactive Advertising Bureau revised its U.S. advertising spending projection upward by 2.8 points to over 12.3% for 2026, compared to its January 2026 estimates. The report attributes stronger-than-expected first-half ad spending to record-setting audience and revenue figures from the Winter Olympics and World Cup. The study notes that buyer sentiment appears optimistic about the upcoming midterm elections, which will conclude a busy, event-driven year.

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Retail media may benefit as Gen Alpha ad targeting restrictions complicate child-level attribution

Restrictions on behavioural tracking and targeted advertising aimed at children may drive more Gen Alpha advertising budgets toward retail and commerce media, as brands seek to measure sales without tracking individual young consumers through the digital advertising funnel. This reallocation reflects a broader reset in how brands could spend money to reach Gen Alpha. Dingra estimates that 35 to 50 percent of Gen Alpha media currently reliant on behavioural or audience-level targeting could be reallocated over the next few years.

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Dingra notes that the reallocation does not mean 35 to 50 percent of total spending disappears.

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RedVest Media Expands Retail Network with DoorDash Ads and Measurement Tools

RedVest Media announced new additions to its retail media network at its first 2027 Upfront event held on 27 August 2026. The network will offer off-site incrementality measurement, new-to-brand reporting, custom audience cohorts, and new advertising options across social, influencer, and DoorDash platforms. The expanded measurement suite is designed to indicate whether off-site campaigns produced sales that would not have happened otherwise.

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ChatGPT Ads Hit A $1 Billion Run Rate
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Dentsu hires Aisha Khan from WPP Media as head of retail & commerce for North America

Dentsu has hired Aisha Khan away from WPP Media to lead its retail and commerce offering as head of retail & commerce for Dentsu North America. The agency is focusing on expanding and consolidating its commerce media offerings while operating under new corporate leadership at the holding company level and regionally in the Americas.

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AudioStack Adds Gradium as Voice Provider Partner
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Nexxen Announces Standardized Smart TV Home Screen Inventory Specifications

Nexxen, an advertising technology platform, announced the launch of standardized Smart TV home screen inventory specifications across original equipment manufacturers. Nexxen stated that it is introducing a unified framework for buying and activating these formats to address a challenge.

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Nexxen announced the launch of standardized Smart TV home screen inventory specifications across original equipment manufacturers. Nexxen is introducing a unified framework for buying and activating these formats.

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ANA Report Highlights Standardization Gaps in Retail Media Measurement

An Association of National Advertisers member report released on Tuesday found that 55% of advertisers consider the lack of consistent standards the top barrier to retail media success, despite record ad spending and growth. The report notes that when retail media is expanded to include commerce media networks connecting multiple retailers and partners, ad spending is expected to exceed $100 billion. It also recommends advertisers standardize baseline metrics such as impressions, clicks, viewability, and invalid traffic.

More detail

An ANA member report found that more than half of advertisers view the absence of uniform standards as the primary obstacle to retail media success, even amid record ad spending and growth. When retail media is broadened to encompass commerce media networks linking multiple retailers and partners, ad spending is projected to surpass $100 billion. The report recommends that advertisers standardize foundational metrics including impressions, clicks, viewability, and invalid traffic.

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