2025年数据现状：AI在媒体广告活动中的当下、近期与未来演进

THE NOW, THE NEAR, AND THE NEXTEVOLUTION OF AI FOR MEDIA CAMPAIGNS March 2025 Contents Welcome to Your New MediaCampaign: Brought to You by AI03 14Current AI Perceptions 18Future AI Challenges andOpportunities 04Explainer: Realizing AI’sFull-Scale Potential in theMedia Campaign Lifecycle 23Future AI Solutions andStandards 05Key Insights 26Recommendations 06Current AI Adoption Status Welcome to Your New Media Campaign:Brought to You by AI AI can now be used to build media plans, generateaudience segments, select media partners, andfashion customized sales packages. It can scenarioplan, forecast performance, and even use synthetic,or “fake”, data to enhance audience building,marketing mix modeling, and sales attribution. State of Data 2025: The Now, The Near, andThe Next Evolution of AI for Media Campaignsprovides agencies, brands, and publisherscritical insights into the adoption of AI,including both the challenges faced andperceptions of success so far. IAB’sState of Dataseries has tracked major shiftsin digital advertising that have forced nearly everycompany to adapt or else fall behind. Mostrecently, signal deprecation has driven anindustry-wide movement to the use of first-partydata, alternative IDs, and data clean rooms. Full-scale deployment of AI, where it is integratedand operational across all media campaignprocesses,requires a foundational rethinkingofhow agencies, brands, and publishers execute theirmedia campaigns within their own companies andwith their partners. The study looks to inspire roadmaps to helpthose businesses transition from AI-assistedworkflows to complete integration—andultimately unlock AI’s full potential. Now, driven by the rapid evolution of AI, theindustry is on the brink of an even larger shift.Although AI has helped analyze data, optimizetargeting, and automate workflows for years, ithas not fundamentally changed how mediacampaigns are executed from start to finish. The final section of this report offersrecommendations that can help agencies,brands, and publishers navigate this excitingand monumental evolution within digital mediaadvertising. To understand where the industry currently standsin adapting to this evolution,IAB partnered withBWG Global and Transparent Partners to surveyover 500 subject matter experts at agencies,brands, and publishers to explore: Today, a new evolution of AI is upon us that willupend the industry’s traditional workflows, jobroles, and execution. New forms of AI, including but not limited togenerative and agentic, are transforming AI’s rolefrom a tool that makes existing processessmarter into one that can now think, strategize,and execute in unprecedented and evenhuman-like ways. ●AI’s adoption across media campaign lifecycles●Perceptions of AI’s reliability and effectiveness●Challenges, opportunities, and future needs Explainer: Realizing AI’s Full-Scale Potential in the Media Campaign Lifecycle Just as brands like Coca-Cola, Suzuki, and Toys”R”Us have used AI to fully produce ads, AI can now power the entire media campaignlifecycle—from planning to activation to analysis.The use cases below highlight the many ways advertisers and publishers can harnessAI to transform their strategies and maximize its potential, as explored in this study. ACTIVATION ●Track and optimize addelivery/conversions●Predictive real-timebudget/bid adjustments●Analyze content andaudience behavior●Predict and managebudget pacing/pricing/inventory●Optimize cross-channelbids and targeting tactics ●Optimize bidding and yield●Detect anomalies and makereal-time adjustments●Monitor content adjacencyand brand safety●Identify and block ad fraud●Automate and optimize A/Bor multivariate tests PLANNING ●Select partnersand evaluate RFPs●Recommend adplacements/formats●Automate campaignsetup, IOs, media tags●Generate audiencepersonas viasynthetic data●Create RFPs/RFPresponses ●Identify/segmentaudiences●Determine optimalmedia mix/pacing/pricing●Forecast campaigninventory/outcomes●Automated gatheringof market intelligence●Structure testingframeworks ANALYSIS3 engagement/actions across●Multi-touch attribution (MTA)and marketing mix models(MMM)●Analyze performance dataagainst campaign goals●Attribute outcomes usingsynthetic data●Leverage synthetic data tostrengthen MMM●Interpret results and producerecommendations ●Analyze and attributecampaign incremental lift●Dynamic summaries ofinventory performance●Automated datacollection/integrationand cleansing●Attributedevices/platforms●Automate analysis of A/Bor multivariate testing STATE OF DATA 2025 THE NOW, THE NEAR, AND THE NEXT EVOLUTIONOF AI FOR MEDIA CAMPAIGNS KEY INSIGHTS 04 03 05 01 02 Despite major hurdles in AI adoption,only half of companies are takingaction to overcome them. Companies need clearer AI adoptionplans and stronger governance to keeppace with AI’s rapid evolution. Challenges to full-scale AI adoptioncenter around data readiness, security,and tool fragmentation—not job loss. Age