Advertisers are starting to walk away from platforms' AI solutions that once promised them everything

In the evolving landscape of media buying, marketers are expressing significant concerns about AI-driven platforms like Google's Performance Max and Meta's Advantage+. Many have begun to reduce their investment in these platforms, as they feel disconnected from the purchasing process. For instance, Crowd Louder Media's John Davis noted a 50% cut in Google spending, while others echoed similar sentiments about moving budgets away from performance-maximizing platforms. There is a growing trend among media buyers to seek more confidence and transparency in their media purchases, leading to mixed strategies beyond the confines of major tech platforms.

It's hard to deny that AI will have a larger part of media buying - even as marketers will stall, resist and negotiate every inch of the way.

I have clients who've transitioned out of Performance Max completely, to a mix of Google ads, search campaigns and outside of the walled garden.

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