AI, Cross-Platform Measurement, And The Solutions Getting More Ad-Buyer Focus In 2025

The Interactive Advertising Bureau’s (IAB) 2025 Outlook Study shows continued ad spend growth, with a 7.3% projected YoY ad spend increase, but is also putting a spotlight on where resources are going to be focused as such far-reaching concerns as cross-channel measurement, frequency management, and more remain top of many investors’ minds.

“To combat concerns, buyers are most focused on AI and solutions that merge data with measurement,” the report found, which found cross-platform measurement and generative AI to be the specific solutions getting significant or somewhat more focus this year compared to 2024 (64% and 62%, respectively). “These efforts were also buyers’ top areas of focus in 2024, reflecting their continued importance in helping them understand, track, and optimize campaigns as the industry continues to evolve.”

(Source: Interactive Advertising Bureau)

The report found that agencies were more likely than brands to be using AI technology to “streamline workflows, enhance processes, and improve client asset and deliverable production, among other applications,” with more than half (52%) of those using genAI tools also implementing regulations about mandatory human oversight.

“Buyers are recognizing the need for measures to regulate the usage of Gen AI to protect against misuse, inaccuracies and other risks,” the report says.

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