And over in the ad tech world, there have been huge shifts, too, notably with the rise of AI infiltrating everything from campaign optimization to creative. AdLib is "fully embracing and exploring" new uses for AI, Hauptman said, but it's not going to be a seamless transition for the industry. There will be "some conflicting incentives and some friction" before the industry is on a unified page, with a shared understanding of the best way to use these new tools.
Digital advertisers have transitioned from generic tools within DSPs toward customized strategies, emphasizing measurable outcomes and the importance of tailored approaches to each brand's unique needs.