Agentic Ad Buying Nears Scale: Over Half Expect Operational Use Within a Year
IAB EuropeSep 24, 11:15 AM·1 min readAdvertising
AI Summary
A 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.
⚡ Marketer Insight
The 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.
#agentic ai#ad buying#digital advertising#iab europe
Original article
IAB Europe