人工智能、自动化与数字广告的未来

2025 Global Insights Table of Contents Glossary13 Rewriting the Rules of Digital Advertising AI is a tidal wave ready to unleash potential in the workforce — while adoption is a dam containing it. In a reportthis year by McKinsey & Co., research revealed that 92 percent of companies plan to increase AI investments,while only 1 percent of leaders reported full maturity of deployment. The report overall suggested that the"biggest barrier to scaling is not employees — who are ready — but leaders, who are not steering fast enough.” Within the advertising industry, AI has gone from experimental to essential,particularly within workflows like media buying and campaign management.Our research shows that while 42% of marketers already leverage third-partyAI or automated bidding solutions outside of their demand-side platform (DSP),another 49% have plans to do so. This growing usage indicates that brandmarketers see the net value AI tools bring in time savings, budget efficiency andcampaign performance. AI-driven media buying tools are especially attractive toexecutives at both brands and agencies, but understanding where AI can enhancedigital campaign management, and where it might introduce new risks, is critical. of marketersalready leverage third-party AI or automatedbidding solutions.42% This report coalesces trends in AI usage across digital campaigns, highlighting the projected efficiencies itwill generate and the rising challenges marketers must navigate. The insights provided are designed to helpguide marketing teams in leveraging AI to maximize ROI and streamline their operations, ensuring they staycompetitive in an increasingly AI-driven landscape. What Marketers ArePrioritizing in the Age of AI As AI adoption accelerates, marketers are exploring what’spossible and prioritizing what’s practical. Based on our survey data and market trends, five clear priorities haveemerged for how marketers are applying AI across the media lifecycle.These priorities reflect both the urgency to improve performance andthe opportunity to unlock greater efficiency, precision and scale. Each priority is paired with actionable guidance, designed to help teamstake the next step toward smarter, AI-powered campaign management. Marketer Priority #1: Automate the Grind. Reclaim the Strategy. How to Take Action Why This Matters AI delivers time savings that translate directlyinto strategic enablement. By offloadingrepetitive optimization tasks tointelligent systems, marketers canrefocus on high-impact work likestrategic and creative testing— the kind of work that leadsto innovative campaigns thatremain relevant and resonatewith consumers. Campaign managers are buried in daily tweaks to bid modifiers, budget allocation and viewability thresholds,leaving less room for strategic planning and creativity. •Target time-intensive workflows, such as mid-flightadjustments and pacing corrections, for automation first. •Use AI tools trained on DSP datato dynamically optimizecampaign parameters across hundreds or even thousandsof campaigns per day through real-time decision makingfor budget allocation, frequency capping and impressionweighting. Manual campaign optimization consumes26% of marketers’ time— an average of 10 hoursper week, per employee, globally. Additionally,marketers often juggle multiple campaign KPIs,but limited time and resources mean they mustprioritize one primary goal, frequently at the costof secondary objectives. For North American agencies, that time equates toaround$17K+ per team member annually losttorepetitive tasks. •Set clear performance goals up frontso your AI can actas an extension of your strategy, not just your spreadsheet. Marketer Priority #2: Optimize in Flight. Maximize What's Meaningful. How to Take Action Why This Matters Mid-flight optimization iswhere AI delivers someof its highest value. Bycontinuously adjustingbudget allocation, pacing andother campaign parametersbased on real-time data,AI can unlock efficienciesand create an impact thathumans alone can’t match. Without AI, many campaign managers are forced to choose close monitoring over strategic focus, leading tolost efficiency and missed opportunities. •Deploy AI bidding solutionsthat can analyze log-level DSPdata and adjust campaign parameters at scale, in real time. •Leverage performance-driven optimization featurestailoredto your unique campaign objectives. •Ensure your AI tools are briefed like a strategist— alignedto business goals, regional nuances and funnel stage — tomake smarter decisions, not just faster ones. There are many critical levers for meeting digitalcampaign goals, particularly for mid-flightoptimizations. To drive performance and minimizewaste, media buyers must execute biddingstrategies that effectively balance all these leversin real-time —a feat nearly impossible for anyhuman to deliver. Planned usage of AI forbidding and mid-flightoptimization grew 12% year-over-year, signalingits rising import