Market
Spain's digital ad market grows, but display barely moves and native falls
Programmatic Spain covers the second wave of IAB Spain's 2026 study of advertising investment in digital media, produced with PwC. IAB Spain has run the analysis every year since 2002. It forecasts total digital investment in Spain in 2026 between 6,597 and 6,801 million euros, after growth of 8% in the first half.
By channel: search holds 32% of the total, with a forecast between 2,115.9 and 2,167.8 million euros, and social media 29.7%, between 1,961.6 and 2,013.2 million. Connected TV is the fastest-growing area year on year, with an estimated rise between 29.3% and 40.5%, and digital audio is forecast to grow between 21.3% and 27.3%.
On the other side, display moves little, from -1.2% to +2.5%, driven mainly by a fall in native advertising, which would decline by between 7.4% and 12.7%. The study also says the automated buying models, programmatic, search and social together, hold steady at 71.8% of the total, a slight drop of 0.7 percentage points from 2025.
Our reading: the market grows, and the forecast for display is little change, between a small fall and modest growth. The study is about Spain, and its shares do not work as a forecast for other markets. What carries over is the shape of the problem: growth sits in channels that are not display on the open web, and the display that remains is squeezed from the native side. For a publisher, the question stops being whether the market grows and becomes which part of it is on your page.
Sources and reading
Programmatic Spain: La inversión en publicidad digital en España alcanzará un máximo histórico en 2026 y superará los 6.500 millones de euros