IAB State of Data 2026: 75% of Marketers Say Ad Measurement Is Broken, AI Is the Fix
The IAB's annual State of Data report surveyed 400+ buy-side leaders and found that up to 75% believe attribution, incrementality, and MMM fall short on rigor, timeliness, and trust. The industry body estimates AI-driven measurement improvements could unlock $26.3 billion in reallocated media spend.
By Marcus Rivera·7 min read