AI and measurement are becoming the default marketing priorities

The chart from IAB’s 2026 Outlook Study shows where marketer focus increased YoY in 2026 vs 2025.

The biggest move is generative AI use in media campaigns: 78% in 2026 vs 62% in 2025. A new focus area also appears around optimizing content for AI-generated answers at 73%, while cross-platform measurement rises to 72% from 64%.

That reads like a market that wants less guesswork and more proof. When budgets get tighter, visibility only matters if it can be found, measured, and repeated – which is the same pressure shaping Web3 marketing next.

Data source: IAB’s 2026 Outlook Study

Related read: Web3 Marketing in 2027: Adapting to bear market budgets