58% of ad execs expect agentic buying to hit scale within a year, according to IAB Europe research
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5 Articles
58% of European ad executives expect agentic ad buying to reach operational scale within a year
Agentic advertising is moving closer to day-to-day media operations, but adoption remains uneven as companies increase AI investment while continuing to grapple with security, privacy and governance concerns, according to new research from IAB Europe. The industry group’s 2026 Impact of AI on Digital Advertising Report found that 58% of respondents expect agentic ad buying […] More The post 58% of European ad executives expect agentic ad buying …
58% of the 50 executives consulted by IAB Europe in 44 markets foresee that the genetic purchase of advertising reaches operational use or scale in one year. The IAB Europe entry: 58% of executives foresee that the genetic purchase of advertising scale in one year appears first in Merca2.
Agentic Ad Buying Gains Ground in IAB Europe’s 2026 AI Report
IAB Europe, the leading European-level industry association for the digital advertising ecosystem, has today (24th September, 2026) released its 2026 Impact of AI on Digital Advertising Report, revealing how AI is becoming increasingly embedded across advertising operations as organisations move [...]
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