IAB Ukraine presented the Wartime Barometer 2.0, a study of how the full-scale war affects business and the advertising industry in 2026. The document was released on November 4, 2026.
The sample includes 65 companies: 40 agencies and platforms and 25 advertisers, meaning companies that buy ad placements. The sample covers both sides of the market.
The study covers budgets and promotion channels. It also addresses the destruction of warehouses, production facilities and logistics.
AI is most often used for analytics, data work and image generation. Agencies most often assign AI to analytics (90%), data work (85%) and design and image generation (80%).
The sample includes both ad sellers and their buyers, so the picture is visible from both sides. The responses reflect the companies' own assessments and show the market through the eyes of those who sell media space and those who buy it.
For comparison, in March 2022, in IAB's first barometer, more than 70% of agencies suspended their commercial activity. That survey was conducted in March 2022, so the 2026 figures should be read in a different context.
