According to recent data from the Interactive Advertising Bureau (IAB), only 30% of ad industry professionals have succeeded in fully scaling AI across their media campaign cycles. The predominant use case for brands is audience identification and segmentation, while publishers are leveraging AI for inventory predictions and forecasting. However, 62% of professionals cite complexity of implementation and data security risks as significant hurdles to broader AI adoption. As agencies and publishers increase AI usage, brands may need to evaluate their own AI maturity in comparison to industry peers.
"Only 30% of ad industry professionals have fully-scaled across their media campaign cycles, highlighting a significant lag in AI adoption in the advertising sector."
"Identifying and segmenting audiences emerges as the top AI use case for brands, while publishers focus on inventory prediction and forecasting to optimize their operations."
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