Paid media
The State of PPC 2026: control is now the scarcest resource in paid media
Global ad spend crossed $1 trillion in 2025. The 1,306 professionals behind the industry's largest survey say the work has never been harder to control, or to prove. Here is what the data actually says, and what the strongest teams are doing about it.
Upp.ai insights team
9 Jul 20266 min read