AIDigidayabout 2 hours ago
IAB Europe: AI Optimizes Ads, Agents Lag
6 min read
IAB Europe's 2026 study found 86% of 50 respondents use AI for marketing, with 59% citing programmatic optimization and 55% media planning. Agentic buying and selling trailed at 38%. Only 36 of 47 respondents reported no agentic system or one at the first two autonomy levels, where humans direct or plan alongside the agent.
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