In today’s Digest, we cover the IAB forecasting 9.5% US ad spend growth in 2026 driven by digital and agentic AI, OpenAI eyeing USD$40bn (£29.6bn) in funding from Nvidia, Amazon, and Microsoft, as well as Nine selling 2GB and 3AW to Arthur Laundy.

IAB Forecasts 9.5% US Ad Spend Growth in 2026

The Interactive Advertising Bureau (IAB) has signalled a confident outlook for the year ahead. Its 2026 Outlook Study, drawing on insights from more than 200 brands and agency buyers, projects a 9.5% year-on-year rise in US advertising expenditure. Growth is expected to be supported by major cyclical events and a continued pivot towards performance-led strategies, alongside the growing influence of agentic AI on how campaigns are planned, executed and optimised.

AI now sits at the centre of marketers’ priorities, shifting from an experimental capability to core infrastructure. The IAB report finds that five of the six leading areas of increased advertiser focus are directly linked to AI, particularly autonomous and agentic solutions. As these systems take on a greater role in media planning and activation, scrutiny around effectiveness is intensifying: cross-platform measurement has climbed to 72%, up from 64% a year ago. 

That momentum is translating into strong prospects for digital channels, while linear TV continues to face structural pressure. Digital formats are expected to outperform the wider market, led by social media (+14.6%), connected TV (+13.8%) and commerce media (+12.1%). 

OpenAI Eyes $40bn Funding 

OpenAI is exploring a new funding round that could see it raise close to USD$100bn, with talks underway with several of its biggest infrastructure partners. Nvidia, Amazon and Microsoft are all in discussions to collectively commit nearly USD$40bn (£29.6bn), according to people familiar with the matter, as the ChatGPT developer seeks fresh capital to support rapid expansion and mounting data centre demands. 

Nvidia alone could invest up to USD$20bn (£14.8bn), while Amazon has discussed a contribution of USD$10bn (£7.4bn) or more, and Microsoft already holding a 27% stake may add several billion dollars.

The proposed investments would feed into a fundraising effort that values OpenAI at around USD$750bn (£555bn), reflecting both its central role in the generative AI boom and the enormous capital required to train and operate large-scale models.

Nine Sells 2GB & 3AW to Arthur Laundy

Australia’s media landscape is set for a major shake-up after Nine Entertainment, the country’s largest media company, announced a sweeping restructure. The company has sold its talkback radio network including 2GB, 3AW, 4BC, 6PR, 2UE, Magic1278, and 4BH to Sydney pub magnate Arthur Laundy for AUS$56m (£41.4m), while simultaneously acquiring outdoor advertising firm QMS Media for AUS$850m (£629m). The move comes as talk radio profits decline and audiences age, signalling a pivot toward higher-growth, digital-focused media assets.

The radio network will now be run by Laundy, aged 85, who has built an AUS$1.75bn (£1.295bn) portfolio of 40 pubs since inheriting two venues in 1969. His son, Craig Laundy, a former Liberal minister, will manage operations. Craig emphasised the family’s commitment to preserving the role of the stations in Australian life.