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Advertisers Boost Budgets by 10 Percent But Struggle to Reach New Audiences
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Storyboard•06-10-2026, 11:50
Advertisers Boost Budgets by 10 Percent But Struggle to Reach New Audiences
- •A new report by Taboola reveals that advertisers are increasing their budgets by nearly 10 percent, with 30 percent prioritizing the acquisition of new audiences.
- •Despite higher spending, 81 percent of advertisers report struggling to reach new audiences and continue targeting the same existing segments.
- •Consumer journey fragmentation across multiple devices, channels, and AI-powered search engines has created significant targeting blind spots for brands.
- •About 75 percent of advertisers face difficulties identifying non-converting customers across multiple touchpoints.
- •Eighty-one percent of advertisers are open to increasing spending on publishers and news websites on the open web if identity challenges can be resolved.
Key Questions Answered
According to Taboola's report titled The Data Advantage, 81% of advertisers reported that they are failing to reach new audiences and instead continue targeting the same existing segments.
Identity fragmentation creates a targeting blind spot because a single consumer purchase decision now spans multiple devices and channels like email, news, search, and LLMs, making it hard to recognize the same person across touchpoints.
Taboola's report surveyed more than 300 senior marketing and advertising leaders at major companies with over 1,000 employees and minimum monthly marketing spends of $300,000.
