Artificial intelligence is poised to reshape the advertising industry, but the transition is still in progress. The IAB State of Data 2025: The Now, The Near, and The Next Evolution of AI for Media Campaigns report provides the first industry benchmarks on AI adoption, challenges, and future needs. Conducted by IAB in partnership with BWG Global and Transparent Partners, the study surveyed over 500 industry experts across agencies, brands, and publishers.

Findings from the Report:

1. AI Adoption in Media Campaigns is Still Limited

• Only 30% of agencies, brands, and publishers have fully integrated AI into media campaigns.

• AI adoption is focused on efficiency—agencies and publishers are scaling faster than brands.

• 50% of companies without full AI integration plan to do so by 2026.

• However, half of the industry lacks a strategic roadmap for AI implementation.

2. AI’s Transformational Potential in Advertising

• AI is already used for yield management, optimization, and automation in digital media.

• Emerging AI capabilities include:

  • Building media plans and generating audience segments.

  • Selecting media partners and forecasting campaign performance.

  • Using synthetic data for marketing mix modeling and sales attribution.

• Industry experts believe AI will radically alter the digital media ecosystem in the near future.

3. Barriers to AI Adoption in Advertising

• Job security concerns are low (only 37% cite this as a barrier).

• Data quality, security, and fragmentation among tools are the top concerns.

• Transparency issues:

  • 50% of brands worry about how agencies and publishers use AI.

  • 50% of agencies fear brands will bring AI capabilities in-house, reducing reliance on partners.

4. Industry Solutions Exist, But Adoption is Slow

• The study identified 18 potential solutions, including:

  • Clear use cases for AI in media campaigns.

  • Formal training programs for AI implementation.

  • Defined KPIs specific to AI solutions.

  • Governance boards to ensure ethical AI use.

• Yet, only 49% of companies are currently using or planning to use these solutions.

Recommendations for AI Adoption in Advertising

• Adopt a phased approach to AI implementation.

• Ensure high-quality, secure data inputs and outputs.

• Invest in training teams on AI best practices.

• Develop industry-wide standards to address transparency and governance.

• Prioritize key use cases to build a strong foundation for AI-driven campaigns.

The advertising industry is at a turning point. While AI offers unprecedented efficiency and insights, the lack of strategy, data governance, and transparency is slowing adoption. Companies that act now to integrate AI strategically will gain a competitive edge, while those that delay risk falling behind.

Upcoming Webinars & Resources:

• IAB is hosting a series of four webinars on AI in media campaigns, starting March 24.

• A companion guide to the report offers tactical recommendations for integrating AI into daily media operations.

• The full IAB State of Data 2025 report is available.