Creator marketing now a ‘core media channel’ while search slows: IAB

Creator marketing now a ‘core media channel’ while search slows: IAB

Social commanded the largest share of the digital ad market last year at 40% while more brands and agencies institutionalized creator practices.

Creator spend hits $37B as social captures 40% of $294.6B digital ad market, IAB reports

Digital advertising revenue reached $294.6 billion in 2025, marking a 13.9% year-over-year increase, according to the latest report from the Interactive Advertising Bureau (IAB) and PwC. The data highlights a structural shift in how advertisers allocate budgets, with creator-led marketing, social platforms, and video formats driving growth while traditional search shows signs of deceleration. Social […] More The post Creator spend hits $37B as s…