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AI, Automation and the Future of Digital Advertising 2025 Global Insights

Industry Overview

• AI adoption in advertising is rapidly increasing, with 42% of marketers currently using or planning to use third-party AI/automated bidding solutions outside of their DSP.
• 92% of companies plan to increase AI investments, but adoption is hampered by insufficient strategic deployment from leadership.

Marketer Priorities

Five key priorities for marketers in the age of AI:

1. Automate the Grind. Reclaim the Strategy.

   • AI automates repetitive tasks like bid modifiers and budget adjustments, saving time (up to 10 hours/week globally) for strategic and creative work.
   • Focus on time-intensive workflows first and use AI trained on DSP data for dynamic optimization.

2. Optimize in Flight. Maximize What's Meaningful.

   • AI enables real-time adjustments to budget allocation, pacing, and other parameters during campaigns, optimizing efficiency without losing strategic focus.
   • Use AI bidding solutions to analyze log-level data and align strategies with business goals.

3. Activate Smarter. Launch Faster.

   • AI can simplify campaign setup by automating repetitive tasks, using templates, and standardizing campaign builds.
   • Key areas for growth: Food & Drink (+68%), Technology (+41%) increase in AI usage for activation.

4. Precision Over Proxies. Reach Who Matters.

   • AI helps reach specific audience segments and optimize for custom campaign goals (e.g., reducing CPM, improving brand awareness).
   • Use AI to set quantitative benchmarks and integrate third-party verification data.

5. Cut Through Walled Garden Weeds. Protect Your ROI.

   • AI optimizes performance across walled gardens like social platforms, ensuring ROI is maximized with better transparency and accountability.
   • Integrate AI with verification tools to track and optimize for both reach and suitability.

AI-Powered Solutions: DV Scibids AI™

• Reduces cost per action by 35% by integrating first-party data and multiple sources (e.g., viewability, brand suitability).
• Provides multi-outcome optimization framework for different campaign goals (e.g., CPM efficiency, CPCV efficiency).
• Outcomes:
  • Upper Funnel: +50% CPM Efficiency, +15% VTR.
  • Middle Funnel: +35% CPC Efficiency, +137% CTR.
  • Lower Funnel: +61% CPA Efficiency.

The Human Edge

• AI is a tool to enhance efficiency, not replace human creativity, strategy, and discernment.
• Humans remain essential for defining strategy, understanding regional nuances, and ensuring ethical decision-making.

Key Findings

• AI adoption is accelerating in all regions, especially in APAC (e.g., 129% increase in upper-funnel campaigns).
• Marketers prioritize efficiency, performance, and ROI when implementing AI tools.

Methodology

• Survey data from 1,970 marketing professionals globally (APAC, EMEA, LATAM, North America), conducted by Sapio Research in March 2025.

This summary highlights the adoption, impact, and strategic considerations for AI in digital advertising, emphasizing both efficiency gains and the necessity of human oversight.