"AI in advertising has gone from a buzzword to a full disruptor in what feels like just a few months. If CES was any indication, there is no sign of this slowing down. Yet, although everyone's talking, few are seeing real results. New research from AdExchanger and Comcast Advertising found that 77% of advertisers agree that AI is transforming how advertising is bought, but a staggering 61% said they hadn't seen a meaningful impact yet."
"Leading tech platforms have spent years building out capabilities to help the industry get live events right and ensure a seamless ad experience for viewers. For the first time, AI is allowing buyers and sellers to tap into this powerful programming in simpler, faster ways by enabling agent-to-agent transactions across both linear and digital platforms. What once seemed unimaginable - true agentic buying in the premium video marketplace - is now a reality."
AI adoption in advertising has accelerated rapidly, with industry signals showing continued momentum. Seventy-seven percent of advertisers view AI as transforming how ads are bought, while 61% report no meaningful impact yet. Live sports and events remain premium streaming content but face fragmented inventory, complex deal structures, and limited real-time optimization. AI enables agent-to-agent transactions across linear and digital platforms, simplifying activation of premium programming and preserving human expertise. Advertisers cite efficiency gains (60%) and widespread use of AI for audience identification, segmentation, and behavior analysis (82%), enabling more scalable and precise targeting.
Read at AdExchanger
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