Ad budgets are shifting fast. The next 90 days will separate scaling DTC brands from those that stall.

IAB’s September report shows how quickly the ground is moving.

Growth revised down. Ad spend is now projected at 5.7% (vs. 7.3% in January). Tariffs are the top concern, especially for auto, retail, and consumer electronics.

This means budgets are being reshaped. 45% of buyers are cutting spend, while 42% are doubling down on performance. It’s not retreat…it’s reallocation.

We can see money is moving. Social spend just jumped to +14.3%. CTV holds strong at +11.4%. Linear TV continues to sink at -14.4%.

Priorities are shifting too: 64% still cite customer acquisition as #1, but repeat purchases jumped 8 points YoY to 21%.

Brands are working harder to grow value from existing customers, which is a smart bet.

If you’re a DTC brand scaling past $10M, this is your fork in the road. You’re big enough to feel the macro pressure, but not big enough to absorb inefficiency.

The IAB data confirms what I see across dozens of DTC clients: brands are doubling down on acquisition (74% vs. 58% of agencies).

Only 23% of buyers say it’s “business as usual.” The other 77% are already adjusting. If your channel mix still looks like it did in Q1, you’re leaving efficiency on the table…and you’ll feel it in 2026.

The winners will reallocate now. The rest will wait and pay for it later.

How are tariffs and economic pressure shaping your budget decisions as you head into Q4?

We still have room for two more audits this month to get a better view of your options. Drop me a DM and let’s set one up.