Receipt
Filed April 24, 2026
The short version
Lou Paskalis predicted on December 27, 2025: “In 2026 the data budget line will grow faster than the working media line for the first time at most Fortune 500 advertisers.” Verdict: Too early to tell. Q1 2026 IAB and ANA spend benchmarks show data/measurement spend up 11% YoY vs working media at 6% — directionally on track, but full-year 2026…
Prediction by
Lou Paskalis
On December 27, 2025
“In 2026 the data budget line will grow faster than the working media line for the first time at most Fortune 500 advertisers.”
Follow-up
Q1 2026 IAB and ANA spend benchmarks show data/measurement spend up 11% YoY vs working media at 6% — directionally on track, but full-year 2026 numbers won't be in until Q1 2027.
Original source
Lou's SubstackFrom the High Caliber AI network — see the AI for PR module in the course.