WARC's October forecast puts global ad spend at $1.34 trillion for 2026, up 11.9%. Social is growing 21.3%. Alphabet, Amazon and Meta are on track to take nearly 60% of all spend outside China.

When most brands buy from the same three places, access to media stops separating winners from everyone else. What separates them is what goes inside the media: the idea, the craft, and how well it travels between markets.

We wrote up what the forecasts say, where they disagree, and three questions worth asking before 2027 budgets are locked.

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