"U.S. advertising spending is now forecast to grow 6.6% next year - that's not taking into account political ad spend that occurred in 2025 - down from an estimated 11% in the past 12 months, according to the latest analysis from Madison & Wall. The findings are reflected in a similar global forecast from media consultancy Ebiquity, which found that almost half (48%) of marketers expect to increase their media spend next year, with digital video and CTV likely to be the biggest beneficiaries."
"For programmatic advertising, the forecast points to continued expansion in automated buying, concentrated in digital formats that deliver measurable performance, while much of the open internet - that includes independent ad tech - is under intense pressure to compete with the likes of Amazon and Google. The upgrade comes after another strong quarter. Advertising revenues grew 13% year over year in Q3 2025, excluding political spending, the fastest quarterly pace since early 2022 (see chart)."
U.S. advertising spending is projected to rise 6.6% next year, excluding 2025 political ad spending, down from an estimated 11% year-over-year. Nearly half of marketers plan to increase media investments, with digital video and CTV expected to benefit most. Programmatic advertising will continue expanding via automated buying focused on measurable digital formats, while much of the open internet and independent ad tech face strong competition from Amazon and Google. Q3 2025 ad revenues grew 13% year-over-year, digital advertising rose 21% and now accounts for 72% of total ad spend. Economic forecasts show nominal GDP growth near 4–5% in 2026.
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