The IAB U.S. State of Data 2026 report explores how AI is being applied across attribution, incrementality testing and market mix modeling (MMM) and what foundational gaps need to be addressed to modernise measurement.
Marketing performance has never mattered more, and yet the systems used to measure it are under strain. Privacy regulation, signal loss, platform-embedded optimisation, and fragmented data environments have made it harder to connect media exposure to outcomes with confidence. At the same time, AI is accelerating expectations for speed, scale, and decision-readiness, exposing long-standing weaknesses in advanced measurement.
The IAB U.S. State of Data 2026 Report: The AI-Powered Measurement Transformation examines this, and is based on a survey of 400+ senior planning and analytics decision-makers at U.S. brands and agencies, conducted in partnership with BWG Global. It provides a market-level view of where advanced measurement stands today, and where it is headed next.
Key Findings:
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Advanced measurement today falls short on its core promises.
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The buy-side believes AI can help narrow these critical gaps over the next 1-2 years.
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AI adoption in advanced measurement is underway, with rapid expansion expected.
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Concerns with AI may inhibit the progress of improving advanced measurement.
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Few AI risk solutions are in place today, though the market is beginning to course-correct through contracts.
If you’re an IAB New Zealand Member, you can download this resource here
For further information or to become an IAB New Zealand Member, please get in touch.
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