IAB：2025年数据状况：AI在媒体营销中的当前、近期与未来演进报告（英文原版+译版）（36页）.pdf

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1、State of Data 2025THE NOW,THE NEAR,AND THE NEXT EVOLUTION OF AI FOR MEDIA CAMPAIGNSMarch 2025SPONSORED BY:STATE OF DATA 2025:Evolution of AI for Media CampaignsContentsWelcome to Your New Media Campaign:Brought to You by AI0304Explainer:Realizing AIs Full-Scale Potential in the Media Campaign Lifecy

2、cle 1418Current AI PerceptionsFuture AI Challenges and Opportunities23Future AI Solutions and Standards206Current AI Adoption Status26Recommendations05Key InsightsSTATE OF DATA 2025:Evolution of AI for Media CampaignsWelcome to Your New Media Campaign:Brought to You by AI3IABs State of Data series h

3、as tracked major shifts in digital advertising that have forced nearly every company to adapt or else fall behind.Most recently,signal deprecation has driven an industry-wide movement to the use of first-party data,alternative IDs,and data clean rooms.Now,driven by the rapid evolution of AI,the indu

4、stry is on the brink of an even larger shift.Although AI has helped analyze data,optimize targeting,and automate workflows for years,it has not fundamentally changed how media campaigns are executed from start to finish.Today,a new evolution of AI is upon us that will upend the industrys traditional

5、 workflows,job roles,and execution.New forms of AI,including but not limited to generative and agentic,are transforming AIs role from a tool that makes existing processes smarter into one that can now think,strategize,and execute in unprecedented and even human-like ways.AI can now be used to build

6、media plans,generate audience segments,select media partners,and fashion customized sales packages.It can scenario plan,forecast performance,and even use synthetic,or“fake”,data to enhance audience building,marketing mix modeling,and sales attribution.Full-scale deployment of AI,where it is integrat

7、ed and operational across all media campaign processes,requires a foundational rethinking of how agencies,brands,and publishers execute their media campaigns within their own companies and with their partners.To understand where the industry currently stands in adapting to this evolution,IAB partner

8、ed with BWG Global and Transparent Partners to survey over 500 subject matter experts at agencies,brands,and publishers to explore:AIs adoption across media campaign lifecyclesPerceptions of AIs reliability and effectivenessChallenges,opportunities,and future needsState of Data 2025:The Now,The Near

9、,and The Next Evolution of AI for Media Campaigns provides agencies,brands,and publishers critical insights into the adoption of AI,including both the challenges faced and perceptions of success so far.The study looks to inspire roadmaps to help those businesses transition from AI-assisted workflows

10、 to complete integrationand ultimately unlock AIs full potential.The final section of this report offers recommendations that can help agencies,brands,and publishers navigate this exciting and monumental evolution within digital media advertising.STATE OF DATA 2025:Evolution of AI for Media Campaign

11、s4 Identify/segment audiences Determine optimal media mix/pacing/pricing Forecast campaign inventory/outcomes Automated gathering of market intelligence Structure testing frameworks Analyze and attribute campaign incremental lift Dynamic summaries of inventory performance Automated data collection/i

12、ntegration and cleansing Attribute engagement/actions across devices/platforms Automate analysis of A/B or multivariate testing Track and optimize ad delivery/conversions Predictive real-time budget/bid adjustments Analyze content and audience behavior Predict and manage budget pacing/pricing/invent

13、ory Optimize cross-channel bids and targeting tactics PLANNINGACTIVATIONANALYSISExplainer:Realizing AIs 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 campaign lifecyclefrom p

14、lanning to activation to analysis.The use cases below highlight the many ways advertisers and publishers can harness AI to transform their strategies and maximize its potential,as explored in this study.Multi-touch attribution(MTA)and marketing mix models(MMM)Analyze performance data against campaig

15、n goals Attribute outcomes using synthetic data Leverage synthetic data to strengthen MMM Interpret results and produce recommendations Optimize bidding and yield Detect anomalies and make real-time adjustments Monitor content adjacency and brand safety Identify and block ad fraud Automate and optim

16、ize A/B or multivariate tests132 Select partners and evaluate RFPs Recommend ad placements/formats Automate campaign setup,IOs,media tags Generate audience personas via synthetic data Create RFPs/RFP responsesSTATE OF DATA 2025:Evolution of AI for Media CampaignsKEY INSIGHTS70%of agencies,brands,and

17、 publishers are not fully integrating AI across media planning,activation,and analysis.However,since half of those expect to be fully scaled by 2026,companies will differentiate themselves by those who have widely adopted AI vs.those who have not.01Most companies have not yet fully scaled AI across

18、their media campaigns.02The initial focus is clearly on driving efficiency,as nearly twice as many agencies and publishers have fully scaled AI compared to brands.They also rate AI higher,with more than 7-in-10 saying it meets or exceeds expectations for reducing manual work,achieving AI goals,and d

19、elivering consistent performance.Agencies and publishers lead AI adoption to date,praising its ability to save time,resources,and money.03Nearly two-thirds cite significant challenges,including the quality of the data being used and produced,the protection of that data,and the fragmentation that exi

20、sts among disparate AI tools.In contrast,and contrary to popular assumptions,job security is the least of their concerns at just 37%.Challenges to full-scale AI adoption center around data readiness,security,and tool fragmentationnot job loss.04Despite major hurdles in AI adoption,only half of compa

21、nies are taking action to overcome them.At most,only 49%of agencies,brands,and publishers are using or planning to use any of 18 key solutions to mitigate AI adoption challenges,such as strategic roadmaps,clear use cases,formal training,and governance boards leaving many vulnerable to falling behind

22、 the market,and their competition.STATE OF DATA 2025THE NOW,THE NEAR,AND THE NEXT EVOLUTION OF AI FOR MEDIA CAMPAIGNS505Companies need clearer AI adoption plans and stronger governance to keep pace with AIs rapid evolution.Agencies,brands,and publishers must take a phased approach to AI adoption,ens

23、uring that data inputs and outputs are secure and of high quality.They also need to train teams on best practices,collaborate with the industry to develop standards,and prioritize key use cases to establish a strong foundation for full-scale adoption.STATE OF DATA 2025:Evolution of AI for Media Camp

24、aigns6Current AI Adoption StatusSTATE OF DATA 2025:Evolution of AI for Media CampaignsFull-scale AI adoption in the media campaign lifecycle is nascent,especially for brands7CURRENT AI ADOPTION STATUSBase:Total(n=529)Source:IAB/BWG Strategy/Transparent Partners,2025Note:Numbers may not add up to 100

25、%due to roundingAlthough AI has been a key part of digital advertising for years,and new forms of AI are on the rise,70%of agencies,brands,and publishers have yet to fully scale it across media planning,activation,and analysis.Agencies and publishers are leading AI adoption,while many brands,followi

26、ng broader industry trends,are still in the pilot stage,using AI only in select campaigns and use cases.One reason for this delay is resource constraints,with 60%of brands citing cost as the biggest factor influencing which AI tools they choose to use(data not shown).CURRENT AI ADOPTION IN THE MEDIA

27、 CAMPAIGN LIFECYCLE“We have been slow to fully implement AI into our day-to-day processes.We are wary to go all in until its become a bit more of a societal norm with a long-standing track record of scalable success.However,we are optimistic that it will be a huge piece of our tech stack and workflo

28、w in the future.”-SVP,BrandTotalAgenciesBrandsPublishersExploratoryTestingProof of ConceptFull-ScaleExploratory/conceptual Early-stage research or brainstorming on how AI could be applied;discussions are conceptualTesting AI solutions are being piloted in small-scale,controlled environments to asses

29、s feasibility and effectivenessProof of concept(POC)AI has demonstrated measurable success in specific applications,but deployment remains limited to certain campaigns or use casesFull-scale deployment AI is fully integrated and operational across all processes,applied consistently and at scale 11%3

30、0%34%24%10%37%26%26%9%34%33%23%14%19%43%24%STATE OF DATA 2025:Evolution of AI for Media CampaignsDespite its nascency,full-scale AI adoption is rapidly approaching8CURRENT AI ADOPTION STATUSFull-scale AI adoption in the media campaign lifecycle isnt a question of if but when,as more than 80%of agenc

31、ies,brands,and publishers who havent yet scaled their adoption have a timeline for when they expect it to happen.In fact,half expect full integration in the next two years(by 2026),with the buy-side leading the way.This progress is driven by companies already testing AI,seeing strong results,and res

32、ponding to industry changes and competitive pressure.Publishers,however,expect a slightly longer timeline due to the many variables they must manage between clients,data providers,and currencies.TIME EXPECTED TO FULL-SCALE AI ADOPTION IN THE MEDIA CAMPAIGN LIFECYCLEAmong those who have not yet fully

33、 scaled AI202520262027+NeverNot SureTotalAgenciesBrandsPublishers18%35%6%11%30%18%35%7%10%29%20%38%5%13%24%14%30%6%11%39%“The ways we are leveraging AI for our company and clients is increasing month by month.We anticipate full-scale AI development for media campaigns by 2026,driven by improved AI c

34、apabilities,competition and proven ROI.”-Director,Agency“The AI adoption process involves multiple stages,including pilot testing,various stakeholder buy in,and ensuring compliance with regulations.”-SVP,PublisherBase:Those who have not yet full scaled AI in the media campaign lifecycle(n=368)Source

35、:IAB/BWG Strategy/Transparent Partners,2025Note:Numbers may not add up to 100%due to roundingSTATE OF DATA 2025:Evolution of AI for Media CampaignsGeneral purposeCapabilities in existing platformsOrganization-wide licensesCustom solutionsProprietary toolsFull-scale AI adoption remains elusive as AI

36、solutions continue to mature9CURRENT AI ADOPTION STATUSBase:Total(n=529)Source:IAB/BWG Strategy/Transparent Partners,2025Two-thirds to nearly 90%of agencies,brands,and publishers are using AI tools that are easy to access,but lack the functionality needed for full-scale adoption,including general pu

37、rpose tools,such as ChatGPT,Perplexity,and Meta AI,and features within platforms theyre already using,such as The Trade Desks Koa,Google Smart Bidding,and Merkles GenCX.In contrast,only one-third to just over half are using tools that would enable broader integration such as organization-wide licens

38、es,custom solutions,such as Salesforce Einstein or Amazons Personalize,or proprietary tools.So far,agencies and publishers are at the forefront of using these tools,leveraging them to meet their clients diverse needs.TYPES OF AI TOOLS AND PLATFORMS BEING USEDTotalAgenciesBrandsPublishers(e.g.,ChatGP

39、T,Perplexity,Gemini,Meta AI,Cassidy AI,ThoughtSpot,etc.)(e.g.,The Trade Desks Koa,Google Smart Bidding,Merkles GenCX,etc.)(e.g.,Albert AI,OpenAI,Copilot,etc.)(e.g.,Salesforce Einstein,Amazon Personalize,Viant AI,etc.)(developed for specific needs)85%85%87%90%64%72%63%54%51%59%55%55%45%41%47%54%24%41

40、%34%36%STATE OF DATA 2025:Evolution of AI for Media Campaigns10For the buy-side,agencies lead in AI use to enhance efficiency across clients TOP 10 AI USE CASES IN THE MEDIA CAMPAIGN LIFECYCLE(BUY-SIDE)AgenciesBrandsIdentify/segment audiencesPredictive real-time bid adjustmentsAutomated data collect

41、ion/integrationTrack and optimize ad delivery/conversionsGenerate audience personas via synthetic dataOptimize campaigns across channelsOptimize targeting tacticsTrack and analyze audience actions taken after ad exposureDetermine media mix/pacingAnalyze performance data against campaign goalsOn the

42、buy-side,agencies lead AI adoption and are focused on audience segmentationCURRENT AI ADOPTION STATUSAgencies have adopted AI more than brands across all of the top use cases as they have greater opportunities to create efficiencies across clients.Their main AI use casealready adopted by halfis audi

43、ence identification and segmentation as they recognize the need for continually refining audiences for targeting as consumer behaviors shift.In fact,both agencies and brands are doubling down on this practice as one-quarter to one-third are using emerging generative AI to build segments with synthet

44、ic(e.g.,“fake”data),filling gaps where data signals are no longer available.5136363437273428362638233423352232253718Base:Agencies and Brands(n=352)Source:IAB/BWG Strategy/Transparent Partners,2025STATE OF DATA 2025:Evolution of AI for Media CampaignsWhile publishers are currently using AI to manage

45、supply and analyze audience engagement11CURRENT AI ADOPTION STATUSBase:Total(n=529)Source:IAB/BWG Strategy/Transparent Partners,2025Publishers top AI use cases are inventory forecasting,cross-device attribution,and analyzing audience behavior,which enable them to deliver ads efficiently where audien

46、ces are most active.One-third are also using generative AI to create client deliverablessales proposals,campaign reports,and recommendationsallowing them to streamline workflows and enhance client communication.TOP 10 AI USE CASES IN THE MEDIA CAMPAIGN LIFECYCLE(PUBLISHERS)41%40%39%37%36%35%34%34%33

47、%33%Inventory prediction and forecastingAttribute engagement across devices/platformsAnalyze content and audience behaviorAutomated data collection/integrationUse behavioral data to recommend ad placementsIdentify/segment audiencesIdentify which bid variations drove conversionsAnalyze and synthesize

48、 proposals and recosMonitor content adjacency and brand safetyGenerate mid-flight reporting visualsSTATE OF DATA 2025:Evolution of AI for Media CampaignsReal-time budget allocation shiftsPredictive real-time bid adjustmentsMulti-touch attribution modeling(MTA)Execute marketing mix models(MMM)Automat

49、ed gathering of market intel12Base:Total(n=529)Source:IAB/BWG Strategy/Transparent Partners,2025In the future,companies are planning to use AI to advance measurement and agilityCURRENT AI ADOPTION STATUSAGENCIES12345BRANDSPUBLISHERSTOP 5 AI USE CASES BEING PILOTED IN THE MEDIA CAMPAIGN LIFECYCLEAgen

50、cies,brands,and publishers are piloting or actively planning to implement a number of key AI use cases in the months ahead.Agencies are working to automate campaign management and leverage advanced analytics to make smarter media investments,while brands are piloting opportunities to detect issues f

51、aster and integrate data seamlessly,improving agility.Meanwhile,publishers will be focusing on measuring campaign impact and optimizing inventory to maximize revenue and audience engagement.Identify/segment audiencesDetect anomalies and make real-time adjustmentsAutomate campaign setupContextual tar

52、getingCreate RFPs/other media campaign docs12345Use behavioral data to recommend ad placementsIdentify/segment audiencesAnalyze and attribute campaign incremental liftRecommend optimal ad products/formatsOptimize targeting tactics12345STATE OF DATA 2025:Evolution of AI for Media Campaigns13Manager,B

53、rand“We use AI to increase efficiency,optimize performance,personalize messaging,and adapt dynamically based on campaign results.As AI evolves,we look forward to further enhancing our ad strategies across all platforms and deliver an improved ROI.”STATE OF DATA 2025:Evolution of AI for Media Campaig

54、ns14Current AI PerceptionsSTATE OF DATA 2025:Evolution of AI for Media Campaigns EFFICIENCY Time,resource,and/or cost savingsEFFECTIVENESSAchieved desired impact on media campaign processesRELIABILITYConsistency of AI performance overtimeSo far,companies feel AI is delivering on its overall promise1

55、5CURRENT AI PERCEPTIONSBase:Total(n=529)Source:IAB/BWG Strategy/Transparent Partners,2025AI RATINGS%agree it generally/consistently meets expectations82%71%73%76%TotalAgenciesBrandsPublishers75%67%70%71%73%61%73%69%“AI has significantly improved the efficiency of our company.It helps our employees e

56、xplore more opportunities for clients and provide more accurate data and clear results.”-SVP,Publisher“One of the best benefits of AI is we rely on it to generate comprehensive performance reports without any manual effort.”-Director,AgencyAgencies and publishers are highly satisfied,with 70%or more

57、 saying it meets or exceeds their expectations for driving,time,resource,and cost savings,achieving their AI-specific goals,and delivering consistent performance over time.Brands,on the other hand,view AI as slightly less effective and reliable,likely because they are behind agencies and publishers

58、in adoption and face greater pressure to demonstrate ROI.STATE OF DATA 2025:Evolution of AI for Media CampaignsData aggregation&reportingAudience segmentationAd delivery&conversion monitoringAudience targetingPerformance&anomaly monitoringMedia mix/pricing planningReal-time optimizationsPost-campaig

59、n insights&recosCampaign ROI/inventory forecastingAttribution/lift analysesCampaign setup&activationBudget pacing/yield managementAd fraud&brand safety monitoringRFP&contract management16Specifically,AI excels at precision and data consolidation but falls short today where human judgment and strateg

60、y are requiredCURRENT AI PERCEPTIONSAudience segmentationData aggregation&reportingAudience targetingReal-time optimizationsMedia mix/pricing planningPerformance&anomaly monitoringAd delivery&conversion monitoringAttribution/lift analysesCampaign ROI/inventory forecastingPost-campaign insights&recos

61、Campaign setup&activationBudget pacing/yield managementAd fraud&brand safety monitoringRFP&contract management7123456810111213149Base:Total(n=529)Source:IAB/BWG Strategy/Transparent Partners,2025Audience segmentationData aggregation&reportingAudience targetingMedia mix/pricing planningReal-time opti

62、mizationsAd delivery&conversion monitoringPost-campaign insights&recosCampaign ROI/inventory forecastingAttribution/lift analysesPerformance&anomaly monitoringBudget pacing/yield managementCampaign setup&activationAd fraud&brand safety monitoringRFP&contract managementAI RANKING BY ASPECT OF THE MED

63、IA CAMPAIGN LIFECYCLEAgencies,brands,and publishers alike feel that AI delivers the most efficiency,effectiveness,and reliability in audience segmentation and data aggregation,while ad fraud prevention,brand safety,and contract management rank the lowest.71234568101112131497123456810111213149Less th

64、an halfrate as efficient,effective,and reliableMore than two-thirds rate as efficient,effective,and reliableEFFICIENCYEFFECTIVENESSRELIABILITYSTATE OF DATA 2025:Evolution of AI for Media Campaigns17Supervisor,Brand“AI is great when you need to make real-time,specific,high-volume decisions.It does no

65、t do a good job at providing larger scale,strategic guidance,or recommendations that dont skew towards whats already working.”STATE OF DATA 2025:Evolution of AI for Media Campaigns18Future AI Challenges and OpportunitiesSTATE OF DATA 2025:Evolution of AI for Media CampaignsAI ADOPTION CHALLENGES%Cit

66、ed as a significant or critical concernCompanies across the industry face the same AI adoption hurdles,including data readiness,security,and tool fragmentation19FUTURE AI CHALLENGES AND OPPORTUNITIESBase:Total(n=529)Source:IAB/BWG Strategy/Transparent Partners,202558%58%55%Complexity of setup/mainte

67、nanceData security risksLack of AI knowledgeConcerns about AI accuracy/transparencyLegal,governance,compliance concernsData quality or accessibility issuesFragmented tech capabilitiesHigh implementation costs or budget constraintsLack of clear vision for AIs role in their companyLack of industry sta

68、ndards for AIChallenges scaling AI solutionsResistance to change from teammates/clientsChallenges customizing AI solutionsEthical and bias concernsChallenges proving the benefits to stakeholdersUnclear ownership or funding responsibilitiesJob displacement concerns 62%62%61%60%54%54%52%51%49%49%48%48

69、%45%37%Nearly two-thirds of agencies,brands,and publishers cite significant challenges in adopting AI in media campaigns,including the complexity of setting up and maintaining AI tools,ensuring the quality of the data being used and produced as well as its protection,acquiring enough AI expertise,co

70、mplying with legal requirements,and managing fragmentation across disparate AI tools.On the other hand,despite common assumptions,job displacement is the least of their concerns,ranking lowest at 37%.This shows that the industry recognizes that AI requires a strong foundation before it can take on h

71、uman tasks and realize its full potential.STATE OF DATA 2025:Evolution of AI for Media CampaignsHowever,when it comes to setup,ethics,and managing stakeholders,the buy-and sell-sides face unique challenges20FUTURE AI CHALLENGES AND OPPORTUNITIESBase:Total(n=529)Source:IAB/BWG Strategy/Transparent Pa

72、rtners,2025KEY SIGNIFICANT CONCERNS&CHALLENGES ABOUT AI,BY COMPANY TYPEAgenciesBrandsPublishersComplexity of setup/maintenanceFragmented tech capabilitiesLack of clear vision for AIs role in their companyResistance to change from teammates/clientsEthical and bias concerns50%54%61%40%57%50%46%44%56%5

73、6%62%67%60%55%45%Publishers face some of the toughest tech challenges,dealing with tool complexity and integrating their processes into a fragmented ecosystem.They must also navigate AI ethics,mitigating bias to maintain trust with both audiences and advertisers.Many brands and publishers struggle w

74、ith unclear AI strategies,highlighting the need for those still scaling to define a clearer path toward their AI goals.Meanwhile,agencies face the most resistance to change from teammates and clients while managing both cross-team and cross-client communication.“Our biggest concern is the time neede

75、d for our leaders to become aware of available technologies,implementation,and maintenance.”-SVP,Agency“We still think AI is immature in integrating it with existing systems.We need protocols such as APIs to work with.”-Manager,PublisherSTATE OF DATA 2025:Evolution of AI for Media Campaigns21Base:To

76、tal(n=529)Source:IAB/BWG Strategy/Transparent Partners,2025And for the buy-side,AI transparency is becoming a key concernFUTURE AI CHALLENGES AND OPPORTUNITIES51%of brands are concerned about a lack of transparency into how agency/publisher partners use AI on their behalf52%of agencies are concerned

77、 brands will bring AI capabilities in-house and reduce reliance on partnersEven in the early stages of AI adoption,brands and agencies are navigating a delicate balance as half of brands are concerned about visibility into their partners AI practices,while half of agencies are wary of brands bringin

78、g capabilities in-house.As AI adoption accelerates,both will need to refine their operating models to strengthen trust,enhance collaboration,and drive greater efficiency across the media campaign lifecycle.STATE OF DATA 2025:Evolution of AI for Media CampaignsSTATE OF DATA 2025:Evolution of AI for M

79、edia Campaigns22Director,Agency“The biggest challenges we face in fully adopting AI for the media campaign lifecycle are data privacy and compliance,data quality and integration,bias and fairness,and the resource requirements to make it all work.”STATE OF DATA 2025:Evolution of AI for Media Campaign

80、s23Future AI Solutions and StandardsSTATE OF DATA 2025:Evolution of AI for Media CampaignsDespite facing significant AI adoption challenges,only half of companies are developing solutions to address them24FUTURE AI SOLUTIONS AND STANDARDSBase:Total(n=529)Source:IAB/BWG Strategy/Transparent Partners,

81、202533%31%30%Strategic roadmaps for AI use over time Clear list of approved AI use casesDefined KPIs specifically for AI solutions Regular training and updates for AI tools Mandatory human oversight of AI outputs Budget controlsShared resourcesRegulatory compliance checksUsing free or low-cost publi

82、c AI tools Data protection protocolsSeeking or bringing in external expertiseBrand safety protocolsRisk management protocolsFormal assessment of workflowsEmbedding testing,validation,and risk mitigationAI governance board or point personAI-related clauses in contracts/agreements Regular fairness/bia

83、s audits and debiasing 49%49%40%36%28%27%27%27%25%25%24%21%21%18%13%At most,only 49%of agencies,brands,and publishers are using or planning to use any given one of 18 key solutions to overcome AI adoption challenges for media campaigns.This means half or more still lack long-term strategic roadmaps,

84、clear use cases,or defined KPIsleaving their AI adoption vulnerable to becoming scattered,slowing progress,and creating inefficiencies.Governance is also lacking,with only 1-in-5 putting in place AI boards or contract clauses.Without strong accountability and training,companies face the threat of bi

85、ased outputs,data breaches,and compliance failures,making them susceptible to falling behind,losing consumer trust,and facing legal consequences.SOLUTIONS TO ADDRESS AI CONCERNS AND CHALLENGES%Using or planning to useSTATE OF DATA 2025:Evolution of AI for Media CampaignsBut,the industry recognizes t

86、he need for standards to help mitigate risks as AI rapidly evolves25FUTURE AI SOLUTIONS AND STANDARDSBase:Total(n=529)Source:IAB/BWG Strategy/Transparent Partners,2025Data privacy and protection protocolsAccuracy and reliability standards Transparency standards Ethical use guidelinesRegulation compl

87、iance frameworksModel bias and fairness measuresStandardized definitions and taxonomiesGovernance frameworksEducational courses and materialsStandards for purchasing or licensing tools Interoperability standards Environmental and sustainability guidelines36%32%32%56%56%43%38%29%27%23%21%15%MOST VALU

88、ABLE AI INDUSTRY STANDARDS AND GUIDANCEMore than half of agencies,brands,and publishers cite data privacy and protection,as well as accuracy and reliability as the most valuable industry standards needed,recognizing that without them,their businesses face the greatest threats.In addition,nearly half

89、 of agencies call for transparency standards and unified definitions to ensure consistency across their accounts and strengthen trust amid client concerns(data not shown).“We are concerned about the mismanagement or misuse of personal data and how it can lead to privacy violations and reputational d

90、amage.”-Director,Agency“Fear of AI-driven campaigns producing biased or unethical outcomes will slow our implementation.”-Manager,PublisherSTATE OF DATA 2025:Evolution of AI for Media Campaigns26RecommendationsDATA PRIVACYSTATE OF DATA 202527Act NowTo realize AIs full-scale potential across media pl

91、anning,activation,and analytics,agencies,brands,and publishers must focus on five key areas:See the following pages for more details on the above.STATE OF DATA 2025Build a phased roadmap for full-scale AI adoptionEnsure data readiness:quality,security,and governanceImplement organization-wide traini

92、ng and best practicesStrengthen industry collaboration,trust,and standards Prioritize key,company-specific AI use cases12345STATE OF DATA 2025:Evolution of AI for Media CampaignsRECOMMENDATIONS28128Map out all potential AI use cases across media planning,activation,and analysissee page 4 for a full

93、breakdownCreate a structured integration plan with clear milestones and specific AI solution KPIsBenchmark your companys maturity against competitors and partners to address gaps using this reportConsider adopting AI tools and platforms that have the capabilities to enable full-scale adoption,includ

94、ing company-wide licenses,custom solutions,or proprietary toolsContinually update roadmaps based on media performance,audience behaviors,market trends,regulatory shifts,and AI advancements(e.g.,generative and agentic)Audit and optimize data collection,storage,and management to ensure AI uses clean,s

95、tructured,and secure dataStrengthen data security with audits,access controls,encryption,and limits on sensitive data useRequire human oversight to verify AI inputs and outputs,mitigate bias,and ensure compliance with evolving privacy regulationsUse privacy-preserving techniques such as synthetic da

96、ta to enhance audience building,marketing mix modeling,and attribution Optimize AI solution interoperability with martech,adtech,and data provider systemsEstablish AI governance with dedicated boards,contract clauses,and regular audits to ensure responsible use Continually update data infrastructure

97、,security,and oversight processes based on market trends,regulatory shifts,and AI advancements(e.g.,generative and agentic)Build a phased roadmap for full-scale AI adoption2Ensure data readiness:quality,security,and governanceSTATE OF DATA 2025:Evolution of AI for Media CampaignsRECOMMENDATIONS29329

98、Create structured AI training programs tailored to each seniority level and departmentDevelop shared resources,including prompt libraries,standard operating procedures,best practices,guides,etc.Create cross-functional AI Centers of Excellence(COEs)to ensure consistent AI executionHire or partner wit

99、h AI experts or consultants to fill knowledge gaps Foster a culture of AI experimentation to improve workflows,drive innovation,and quickly adapt to industry changesContinually update training programs based on market trends,regulatory shifts,and AI advancements(e.g.,generative and agentic)Implement

100、 organization-wide training and best practices4Strengthen industry collaboration,trust,and standardsAdvocate for industry-wide AI standards on data protection,accuracy,transparency,and measurementCreate and enforce industry-wide AI governance compliance guidelines and best practices for responsible

101、adoptionPartner with adtech companies to advance AI tools,improve interoperability across systems,and enhance AIs ability to handle strategic decision-makingProvide or ensure partners provide transparent AI reporting,including data sources,model decision-making,and measurement Align AI goals and bes

102、t practices between advertisers and partners to improve collaboration in media planning,activation,and analysisSTATE OF DATA 2025:Evolution of AI for Media CampaignsAGENCIESBRANDSPUBLISHERS PLANNINGDetermine the optimal media mix and budget pacing by simulating different budget scenarios across chan

103、nels,partners,and placements,forecasting reach,frequency,and ROI Generate audience personas and a comprehensive understanding of the consumer journey by unifying data from CRM,CDP,site analytics,and other platformsForecast campaign inventory and revenue by analyzing past performance,identifying high

104、-value placements that match client needs,and predicting their real-time availability ACTIVATIONOptimize cross-channel bids and targeting by analyzing real-time performance and behavioral data to refine audience segments and adjust budgets across devices and platformsPredict and manage investments b

105、y continually running scenario plans based on real-time performance data across from paid,earned,and owned media as well as ongoing market changesOptimize bidding and yield by dynamically adjusting bid strategies and pacing across direct and programmatic channels,including header bidding,to maximize

106、 revenue and fill rates ANALYSISExecute and strengthen marketing mix models to drive smarter media investments,using synthetic data to fill gaps in a privacy-compliant mannerInterpret results and produce data-driven recommendations by analyzing real-time performance and behavioral data to identify h

107、igh-engagement areas and pinpoint areas for refinementAttribute campaign lift by aggregating and analyzing performance data across devices and platforms to determine the reach,frequency,and incremental impact of the ads30RECOMMENDATIONSBelow are vital AI use cases that agencies,brands,and publishers

108、 should focus on at each stage of the media campaign lifecycle to build a strong foundation for full-scale adoption.1325Prioritize key,company-specific AI use casesSTATE OF DATA 2025:Evolution of AI for Media Campaigns31About our sponsorsPlatinum SponsorOneTrusts mission is to enable the responsible

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111、giants to small businesses.For more information,visit .Premier Sponsor Dotdash Meredith(DDM)is the largest print and digital publisher in America.Nearly 200 million people trust us each month to help them make decisions,take action,and find inspiration.Dotdash Merediths over 40 iconic brands include

112、 PEOPLE,Better Homes&Gardens,Verywell,Food&Wine,Travel+Leisure,Allrecipes,REAL SIMPLE,Investopedia,and Southern Living.Dotdash Meredith is based in New York City and is an operating business of IAC(NASDAQ:IAC).STATE OF DATA 2025:Evolution of AI for Media CampaignsA Letter from IABs Measurement,Addre

113、ssability&Data Board of Directors32Dear Advertising Industry Colleagues,AI is redefining how advertising works,transforming every stage of the media campaign lifecyclefrom planning to activation to analysis.But technology alone wont move the industry forward.Real progress depends on how agencies,bra

114、nds,publishers,and platforms adopt,align,and advance AI together.At IABs Measurement,Addressability&Data(MAD)Center,we see the opportunity not just in adopting AI but in driving shared outcomes and creating meaningful impact.The next era of AI isnt about efficiencyits about impact.Automation alone i

115、snt enough.Success will come to those who use AI to solve complex marketing challenges and drive measurable outcomes.But impactful outcomes require trust,and trust starts with transparency.As AI decision-making becomes more sophisticated,its essential to explain clearly how models work,how performan

116、ce is measured,and how data is used.However,full model transparency isnt always the answerit could compromise effectiveness or lead to unintended consequences.Instead,clear explanations of model applications can build trust without exposing every technical detail.To build ethical AI systems,the indu

117、stry must prioritize sustainability,fairness,and bias mitigation.This means using energy-efficient computing resources,well-defined data sets,and clear baselines to ensure models respond appropriately and fairly.Human oversight is essentialnot just for training models but also for interpreting outpu

118、ts and ensuring ethical applications.Its equally important to identify when models dont perform as expected,avoiding scenarios where AI becomes a black box.Robust governance frameworks will help maintain trust and credibility.We have seen that inadequate data inputs will deliver misleading AI output

119、s.Getting the right data inputs to train models is critical to reliable AI-driven outputs and this requires audited and properly scaled training data.No single player holds all the signals needed to unlock AIs full potential.Yet,fragmented data ecosystems and poor data quality limit AIs effectivenes

120、s.Privacy-safe data collaboration and interoperable solutions will fuel better models and more effective campaigns.As AI adoption grows,so does scrutiny from regulators and consumers.The industry must lead in setting standards for privacy,fairness,and accountability.Establishing common guardrails fo

121、r data use,model transparency,and performance measurement will benefit the entire ecosystem.A balanced approachmaintaining flexibility while ensuring accountabilitywill help the industry adapt to changing technologies and market needs.AI has already transformed how campaigns are planned,activated,an

122、d measured.But its full potential will only be realized if the ecosystem moves forward together.The future of AI in advertising depends on alignment on outcomes,transparency,privacy-safe data collaboration,and adaptable standards.Building trust,fostering collaboration,and setting clear standards wil

123、l determine whether AI drives growth across the ecosystem.The future belongs to those who align for impact.Sincerely,Board of DirectorsSTATE OF DATA 2025:Evolution of AI for Media Campaigns33Further resources from IAB and IAB Tech LabIAB Generative AI Playbook for Advertising provides an overview of

124、 AI models,dives into key use cases including content creation,campaign optimization,and measurement,and offers frameworks and checklists for evaluating tools and ensuring responsible implementation and use.Legal Issues and Business Considerations When Using Generative AI in Digital Advertising exam

125、ines the opportunities and risks of creating,training,and implementing generative AI in digital advertising,focusing on legal,ethical,and operational challenges such as intellectual property concerns,bias,misinformation,and brand safety.The following guidelines,insights,and playbooks are resources t

126、o help the digital ad industry expand their knowledge of AI and adapt to its evolving impact.IAB AI Use Cases and Best Practices for Marketing explores how AI enhances digital marketing through audience targeting,creative optimization,privacy compliance,and automation,providing best practices and re

127、al-world use cases for agencies,brands,and technologists.Understanding Bias in AI for Marketing provides a comprehensive guide on identifying,mitigating,and managing bias in AI-powered marketing and advertising systems,emphasizing the importance of transparency,accountability,and ethical AI practice

128、s across the AI system lifecycle.IABs State of Data Hub features previous editions of the State of Data report and other,in-depth analyses of key trends,insights,and strategies shaping the future of data-driven advertising.Gain expert perspectives on critical topics such as privacy regulations,AI in

129、tegration,and the evolving data ecosystem.IABs State of Data 2025 Companion Guide is a strategic playbook that provides tactical recommendations for agencies,brands,publishers and adtech providers on integrating AI into day-to-day media planning,activation,and analysis processes.STATE OF DATA 2025:E

130、volution of AI for Media CampaignsThe Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy.Its membership comprises more than 700 leading media companies,brands,agencies,and the technology firms responsible for selling,delivering,and optimizing

131、digital ad marketing campaigns.The trade group fields critical research on interactive advertising,while also educating brands,agencies,and the wider business community on the importance of digital marketing.In affiliation with the IAB Tech Lab,IAB develops technical standards and solutions.IAB is c

132、ommitted to professional development and elevating the knowledge,skills,expertise,and diversity of the workforce across the industry.Through the work of its public policy office in Washington,D.C.,the trade association advocates for its members and promotes the value of the interactive advertising i

133、ndustry to legislators and policymakers.Founded in 1996,IAB is headquartered in New York City.IABs Measurement,Addressability&Data(MAD)Center Board of Directors aims to provide essential industry guidance and education on solutions and changes in underlying technology and privacy regulations.The MAD

134、 Center specializes in measurement and attribution,addressability,advances in retail media,and privacy concerns,providing a comprehensive approach to digital media challenges.Board members set the agenda and direction for IAB and the industry,approve and prioritize key initiatives,influence industry

135、 best practices,receive priority access to IAB experts,research,and tools,and participate in exclusive events and meetings.About IABAbout IABs Measurement,Addressability&Data Center34IAB MAD Center Board Member CompaniesAcxiomAmazon AdsAudigentBayerBeacon Media GroupButler/TillCanvas Worldwidedentsu

136、Dotdash MeredithDoubleVerifyGlassViewGoogleHavas MediaHorizon MediaInfillionIntegral Ad ScienceLiveIntentMars United CommerceMetaNielsenNomologyPinterestPublicis MediaQuigley SimpsonReal ChemistryRoundelSpectrum ScienceThe Trade DeskTikTokTransUnionUSIMVisit OrlandoYahooSTATE OF DATA 2025:Evolution

137、of AI for Media Campaigns35BWG Global has set the industry standard as the premier provider of industry intelligence to more than 100,000 professionals across leading hedge funds,mutual funds,long-only investment firms,family offices and corporations.Supported by a robust compliance structure and an

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140、-depth interviews in more than 20 countries in North and South America,Europe and Asia.In 2013,the company fundamentally changed how investment managers and corporations access real-time information through live forum events.BWG Global provides much-needed transparency by creating access to real-tim

141、e information and data on sector,company and technology trends.Transparent Partners is a Services-as-a-Solution company that helps enterprise brands transform their marketing capabilities with AI-driven solutions.Todays marketing organizations struggle with fragmented technology,underutilized data,a

142、nd increasing pressure to drive measurable impact.AI and automation have the power to solve these challengesbut only when applied effectively.Transparent Partners delivers AI-powered services and embedded solutions that unlock the full potential of marketing technology and data.Our deep domain exper

143、tise helps enterprise brands operationalize AI,automate workflows,optimize investments,and accelerate business growth.How We Deliver Value:AI-Driven Decisioning&Automation Scaling marketing efficiency and precision Data&Analytics Activation Turning intelligence into action MarTech&Operational Enable

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