The IAB identifies adaptation to AI-driven search as the top obstacle for 44 % of media buying professionals. The organization has raised its forecast for US advertising spending growth in 2026 to 12.3 %, up from 9.5 % in January. Search represented 38.8 % of US digital advertising revenues in 2025. The Pew Research Center measured a click-through rate of 8 % when a Google-generated summary is present, compared to 15 % without, and Similarweb noted an increase in news searches ending without any click from 56 % to 69 % in one year. Decentralized models like Brave, which claims over 100 million monthly active users, are gaining relevance amid the collapse of clicks.
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