IAB: Tariffs convince brands to pull back on ad spending

Advertisers are pulling back on planned spending in the second half of 2025 amid growing concerns over tariffs and broader economic challenges, according to new data from the Interactive Advertising Bureau.

In its “2025 Outlook Study September Update,” the IAB revised its full-year U.S. ad spend forecast down 1.6 percentage points to 5.7 percent growth, …