New Study: Advertisers Increasing Budgets to Attract New Audiences, But 81% Fail to Reach Them; Advertisers Cite an Increasingly Fragmented Consumer Journey as a Problem and 92% Would Reallocate Ad Spend to the Open Web to Reach Untapped Audiences, if Identity and Measurement Challenges Were Solved
Globe Newswire•05/10/2026•09:00 ET
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Key Highlights
- ➤Advertiser budgets rising nearly 10% to reach new audiences
- ➤81% of advertisers fail to reach new audiences despite increased spending
- ➤75% struggle to recognize non-converting customers across multiple touchpoints
- ➤81% would increase publisher and news-site spending if identity challenges were solved
Expert Statements
Adam Singolda, CEO at Taboola
“As customer journeys become increasingly fragmented, brands and agencies must understand true purchase intent at the crucial moment of choice.”
Adam Singolda, CEO at Taboola
“Outside closed ecosystems, advertisers face a significant identity blind spot, and by relying on recycled audiences on walled gardens, they miss many opportunities.”
Adam Singolda, CEO at Taboola
“Unlocking identity and measurement on the open web allows brands to break free from targeting ruts and connect with valuable, untapped audiences.”
NEW YORK, Oct. 05, 2026 (GLOBE NEWSWIRE) -- Taboola (Nasdaq: TBLA), a global leader in delivering performance at scale for advertisers, today announced a new report, The Data Advantage, highlighting significant shifts and challenges that today’s advertisers face when running campaigns.
Today’s advertisers are faced with a fragmented consumer journey that stretches across devices, channels, with a single purchase decision running across mail, news, search, price aggregators, and increasingly LLMs. U.S. adults spend nearly 13 hours a day with media, on the way to purchase.
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