The IAB's "State of Data 2025" report reveals that while AI is crucial for media planning and analysis, its adoption varies significantly. Agencies and publishers are leading with more than 70% fully embracing AI, reaping benefits like reduced manual work and optimized resources. In contrast, brands struggle with data quality, tool fragmentation, and proving ROI, leading to slower integration. With 70% of entities expected to adopt AI fully by 2026, the report highlights critical challenges and offers a companion guide to help companies scale AI effectively amid rapid digital changes.
Agencies and publishers have seen significant gains from AI integration. However, brands continue to tread cautiously, struggling with data quality and governance issues.
Despite recognizing AI's potential, brands face internal pressures for ROI proofing that stymies their adoption rate, particularly against a backdrop of evolving AI-driven media strategies.
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