IAB Publishes Its 2026 Digital Video Spending Report

What happened

The report examines connected TV, social video and online video separately to clarify changes in audiences, inventory and measurement.

What changes

Ad inventory, data, creative work and measurement need to be considered together rather than evaluating the format in isolation.

Why it matters

Connecting creative work and media spending to business outcomes is more useful than optimizing intermediate metrics alone.

Implications for businesses

A U.S. advertiser should compare audience fit, creative requirements and measurement options before reallocating its video budget.

Un Rino’s take

Creativity remains essential. Measurement should help explain what changed for the business, not simply produce more platform statistics.