"Agentic AI is delivering performance advertising wins, but the benefits are confined to the walled gardens. A significant 76 per cent of advertisers are already seeing meaningful performance uplift from AI-powered solutions, primarily on search and social platforms."
"Performance advertisers feel trapped with Agentic AI on search and social. The vast majority (80 per cent) state they would immediately increase their ad spend on the open web if comparable agentic solutions existed, with 86 per cent willing to allocate up to a quarter of their performance budget to the shift."
"The biggest advertisers are struggling the most with agentic AI. The number one challenge for advertisers adopting agentic AI is integrating it into existing workflows, but the struggle is disproportionately felt by large advertisers. Only 9 per cent of advertisers spending $300,000-$499,000 per month cite integration as a barrier, compared to a large 74 per cent of companies spending $1 million-$4.9 million per month who call it the dominant roadblock."
""Advertisers of all sizes are leaning into agentic advertising, and the results are following. Our research shows a clear demand for advertisers that want the same \"always-on,\" AI-driven performance they see in walled gardens applied to the open web, however,""
Agentic AI is improving performance advertising results, but benefits are largely limited to walled gardens. A majority of advertisers, 76%, report meaningful performance uplift from AI-powered solutions, primarily on search and social platforms. Many performance advertisers feel constrained by this limitation and would shift budget to the open web if similar agentic capabilities were available. Eighty percent say they would immediately increase ad spend on the open web, and 86% are willing to allocate up to a quarter of their performance budget to the shift. Integration into existing workflows is a key adoption barrier, especially for larger advertisers, with 74% of companies spending $1 million to $4.9 million per month citing it as the dominant roadblock.
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