The Impact of AI on Digital Advertising Report 2026

How is AI being used across Europe’s digital advertising ecosystem and what comes next?

AI is moving beyond experimentation and becoming more embedded across advertising operations. Investment is rising, governance is becoming more formal and expectations around agentic advertising are growing.

Developed by IAB Europe and members of its AI Working Group, the 2026 Impact of AI on Digital Advertising Report explores how organisations are using AI today, where adoption is accelerating, and the practical challenges businesses are navigating as capabilities advance.

Key Findings

• 86% use AI for marketing.
• 72% report higher general AI investment in 2026.
• 78% have identified a formal owner for AI governance.
• More than half expect agentic ad buying to reach operational use or scale within the next year.
• Security ranks as the number one AI-related concern.
• 62% say they would benefit from industry guidance on AI for marketing.

What the Report Covers

The report looks at:

• TheAI adoption and emerging agentic capabilities
• Current use cases, measurement and investment
• Skills, governance and accountability
• Security, privacy and operational challenges
• Industry support and readiness for the EU AI Act
• Together, the findings provide a snapshot of how organis

Together, the findings provide a snapshot of how organisations are putting AI into practice today and preparing for the next phase of adoption.

For more information on the work of our AI Working Group and how you can get involved, please contact our Data & Innovation Strategist Dimitris Beis at beis [at] iabeurope.eu.