"For ad tech? It's pure adrenaline. Because Q4 is almost here! The industry's equivalent of the Super Bowl excitement and a tax-deadline panic all rolled into one quarter. It's advertising season! It's when the biggest budgets hit the market, when brand managers demand flawless execution, and when every DSP, SSP, and targeting solution wants its slice of the pie. Truly the most wonderful time of the year."
"And now, as if the seasonal chaos wasn't enough, the AI bubble warning lights are flashing. Yes, that B-word. Yours truly, Sam Altman himself - the man selling the AGI future - casually admitted that AI is " in a bubble." Nvidia, Palantir, and other AI darlings saw stocks tumble after a summer of breathless hype. Analysts suddenly decided valuations might be inflated by dreams, not revenue, warning the hype could be running ahead of real-world results."
Autumn triggers a surge in advertising activity as brands enter Q4 with large budgets and tight deadlines. Q4 demands rapid spending, high impression volumes, and fast media-plan approvals, prioritising velocity over careful optimisation. Simultaneously, AI enthusiasm has produced a valuation bubble, prompted market corrections, and raised doubts about near-term ROI. Many AI use cases remain experimental and unproven at scale. The overlap of seasonal advertising urgency and inflated AI expectations increases the likelihood that experimental AI deployments will be deferred during Q4, since the quarter tolerates minimal risk and low tolerance for failure.
Read at Exchangewire
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