According to the IAB's State of Data 2025 report, a majority of media agencies, brands, and publishers are lagging in the full integration of AI into their campaigns. Despite publishers leading with 37% achieving full-scale deployment, the overall industry faces hurdles like complexity and security risks. Nearly two-thirds express difficulty in adopting AI, prompting many to create strategic roadmaps and use case lists to facilitate integration. With a significant portion expecting full deployment soon, those who invest in overcoming these challenges may gain a competitive edge.
A majority (70%) of agencies, brands, and publishers haven't fully scaled AI across media planning, activation, and analysis, suggesting an opportunity for development and differentiation in the market.
Publishers lead in AI adoption, with 37% achieving full-scale deployment. However, agencies and brands lag behind, demonstrating the need for accelerated efforts towards integrated AI solutions.
The complexity of setup and data security are noted as major barriers by 62% of respondents. Companies must strategize to navigate these challenges for successful AI integration.
Nearly half (49%) of firms are developing strategic roadmaps for AI use over time, highlighting a proactive approach needed to overcome adoption barriers and achieve long-term benefits.
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