Agentic Ad Buying Nears Scale: Over Half Expect Operational Use Within a Year
IAB Europe · Sep 24 · 1 min read
What happenedA new IAB Europe report indicates that the digital advertising industry is rapidly moving towards implementing AI, with 86% of organizations already using AI for marketing and 72% increasing their AI investment. Expectations are high for agentic ad buying, with over half of the industry anticipating it will reach operational scale within the next year.
Why it matters for marketersThe widespread adoption and anticipated operational scale of agentic ad buying signal a fundamental shift in how campaigns will be managed. Marketers must prepare for AI-driven autonomous systems to take over significant aspects of ad execution and optimization.
Topics: agentic ai, ad buying, digital advertising, iab europe