人工智能，自动化和数字广告的未来（英）

2025 Global InsightsAI, Automation and the Future of Digital Advertising2Table of ContentsRewriting the Rules of Digital Advertising3Unlocking Efficiencies and Eliminating Costs with DV Scibids AI™10The Human Edge In an AI-Driven World12Glossary13Methodology13Appendix14Marketer Priority #1 | Automate the Grind. Reclaim the Strategy.5What Marketers Are Prioritizing in the Age of AI4Marketer Priority #2 | Optimize in Flight. Maximize What's Meaningful.6Marketer Priority #4 | Precision Over Proxies. Reach Who Matters.8Marketer Priority #3 | Activate Smarter. Launch Faster.7Marketer Priority #5 | Cut Through Walled Garden Weeds. Protect Your ROI.92025 Global InsightsAI, Automation and the Future of Digital Advertising3Rewriting the Rules of Digital AdvertisingAI is a tidal wave ready to unleash potential in the workforce — while adoption is a dam containing it. In a report this year by McKinsey & Co., research revealed that 92 percent of companies plan to increase AI investments, while only 1 percent of leaders reported full maturity of deployment. The report overall suggested that the "biggest barrier to scaling is not employees — who are ready — but leaders, who are not steering fast enough.”Within the advertising industry, AI has gone from experimental to essential, particularly within workflows like media buying and campaign management. Our research shows that while 42% of marketers already leverage third-party AI or automated bidding solutions outside of their demand-side platform (DSP), another 49% have plans to do so. This growing usage indicates that brand marketers see the net value AI tools bring in time savings, budget efficiency and campaign performance. AI-driven media buying tools are especially attractive to executives at both brands and agencies, but understanding where AI can enhance digital campaign management, and where it might introduce new risks, is critical.This report coalesces trends in AI usage across digital campaigns, highlighting the projected efficiencies it will generate and the rising challenges marketers must navigate. The insights provided are designed to help guide marketing teams in leveraging AI to maximize ROI and streamline their operations, ensuring they stay competitive in an increasingly AI-driven landscape.of marketers already leverage third-party AI or automated bidding solutions.42%2025 Global InsightsAI, Automation and the Future of Digital Advertising4What Marketers Are Prioritizing in the Age of AIAs AI adoption accelerates, marketers are exploring what’s possible and prioritizing what’s practical. Based on our survey data and market trends, five clear priorities have emerged for how marketers are applying AI across the media lifecycle. These priorities reflect both the urgency to improve performance and the opportunity to unlock greater efficiency, precision and scale. Each priority is paired with actionable guidance, designed to help teams take the next step toward smarter, AI-powered camp