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AI agents buying adverts? More than half of respondents expect yes
Publication: ECO
Author: + M
Source published: 27/10/2026, 09:39:00 UTC
Briefing created: 27/10/2026, 10:48:28 UTC
Based on a feed excerpt; full article content has not been acquired. Source evidence retrieved 27/10/2026, 09:56:24 UTC.
Briefings
A recent study by the Interactive Advertising Bureau (IAB) Europe reveals that over half of surveyed organizations expect AI agents to become the primary method for purchasing advertising space in 2027. The research analyzed 29 organizations, finding that 72% increased overall AI investment and 59% increased marketing technology investment compared to 2025. Key findings include high adoption rates among large enterprises (86% of those with 501+ workers) and significant barriers such as lack of training (42%) and security concerns. The study concludes that the focus shifts from whether AI is used to how well it functions and who controls it.
Key points
- More than half of surveyed organizations (51%) expect AI agents to become the primary method for purchasing advertising space in 2027.
- Among 29 surveyed organizations, 72% increased overall AI investment and 59% increased marketing technology investment compared to 2025.
Context
The study analyzes 29 organizations representing agencies, ad tech companies, and advertisers. It examines AI adoption levels, investment trends, and governance structures. The findings are crucial for understanding the future trajectory of AI in digital advertising, particularly regarding purchasing capabilities and organizational readiness.
Limitations
The study covers only 29 organizations, which may not represent the full market. Responses were not exhaustive, and some questions had incomplete answers. The data reflects expectations and current trends rather than future predictions. Security and privacy concerns remain significant barriers for adoption.
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