Advertisers outpace publishers in agentic AI adoption
As agentic AI gains popularity, advertisers are more keen to use the technology than publishers. While only 29% of publishers said they were actively deploying agentic AI, 89% of advertisers said they were using or building agentic AI. Because this technology involves the use of autonomous and semi-autonomous AI agents, there’s a trust gap. Advertisers are concerned about brand safety and loss of control, while publishers’ top barriers are technical complexities and internal readiness. For this survey-driven report, Digiday and Optable polled 180 publishers, agencies and advertisers about how they engage with agentic advertising and AI-driven media execution, from investment and readiness to barriers and impact.
Partner insights from Optable |
