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No. 0029
Published
Creator marketing is now a core media channel, while search slows (IAB)
Why it matters
The IAB's annual revenue report puts creator marketing at 37 billion dollars in 2025 and on track for 44 billion in 2026, and reclassifies it as a foundational media channel. Search growth fell nearly five points year over year while social now takes 40 percent of all digital ad spend. Total digital ad revenue: a record 294.6 billion dollars.
The source
Marketing Dive / IAB
Creator marketing is now a core media channel, while search slows (IAB)
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