Capturing the $750 Billion Opportunity the Advertising Automation Era Offers

Image credit: Igor Omilaev via Unsplash

We’re out of the gates and the race is on, gen AI is set to revolutionise the entire advertising value chain. There’s a huge appetite for it too. According to our recent research, AI is already powering nearly 70% of advertising processes, with that figure set to rise to 94% by 2029. This shift is transforming ad spend dynamics, with programmatic trading in digital media facilitating rapid, real-time budget adjustments. Over half of ad buyers now alter their advertising strategies and placements every 30 days or less, resulting in approximately $35 billion in global ad spend being reassessed and redeployed monthly. This is a massive change for the industry and sales reps, gone are the days of laying down ad spend for six months at a time. 

The current landscape

Most ad buyers are already integrating gen AI into their marketing workflows, automating processes and welcoming tools that alleviate pain points, improve targeting and streamline content creation. And advertisers are leaning in, they’re eager to use it to boost marketing ROI and productivity, while navigating budget constraints.

This excitement isn't limited to traditional enterprise buyers. Automation has enabled the creation of sophisticated self-serve models for advertisers, allowing them to serve ad budgets of all sizes: small and medium-sized businesses, creators, and micro-influencers. For ad platforms, this growing market offers opportunity and strategic uncertainty: What should their role be and where should their offerings begin and end? In parallel with all these changes and disruption, ad platforms face intensifying competition from players in retail, finance and travel. 

From the ad platform point of view, all of this spells both opportunity and strategic uncertainty. What should their role be and where should their offerings begin and end? How best can they take advantage of new entrants to the market, even as the market itself expands? 

There are three strategic imperatives to secure a place on advertisers’ media plans and deliver shareholder value: 1) Focus on the advertisers' experience while speeding up gen AI adoption; 2) Redefine the role of sales representatives; and 3) Customise go-to-market plans for large, medium, and small advertisers to be more relevant and provide a better service. Each imperative is important, but it’s critical to deliver on all three.

#1: Transform the Advertiser Journey 

Most gen AI applications today focus on creative workflow automation—copy, images, video—and that’s valuable because creating content can be a barrier to campaign activation. But platforms should go further, squeeze more out of the orange. By embedding gen AI across the entire ad buyer journey and using autonomous agents, the entire experience can be transformed. By doing so, they will see a clear improvement on their results, which will impress in the boardroom. 

For example, Accenture research found 55% of ad buyers cite early-stage activities like communication strategy and market research as major challenges. They struggle with the basics, even things like understanding their ideal customer profile or where best to reach their target audience. 

Platforms can use gen AI to enter at the earlier stages of the ad buying process and ultimately craft better and differentiated strategies to drive better campaign ideas and improved ROI. AI agents can capture insights in minutes that would take humans hours or even days to achieve. The opportunity is immense. We found around 80% of ad buyers would allocate more budget to platforms offering gen AI capabilities that meet their needs. By pairing advanced AI tools with robust responsible protocols, the platforms that can overdeliver on client requests will be left in a better position to secure long term customer loyalty and spend. 

#2: Introducing the "Super-Sellers”

Although automation can do so much, it can only do so much, and we still want the human touch. 90% of our research respondents highlighted the importance of sales reps, with 55% wanting more engagement than they already have.

Platforms can use AI tools to turn sales reps into "super-sellers" who combine deep platform knowledge with AI agent support. These agents offer tailored advice, brand activation, privacy compliance, and risk mitigation. Buyers want trusted advisors who understand their brand and goals, working seamlessly to achieve results. Empowered by AI, these super sellers will shift from tactical transactions to strategic partnerships, co-creating global brand strategies. They'll use AI-driven insights to design activation plans that align with advertisers' goals, delivering measurable ROI. This transformation will secure bigger, long-term ad deals and build lasting relationships.

It's time to redefine the sales rep role, integrating AI agents into the salesforce. Those who do will find it extremely profitable.

#3: Personalise Go-to-Market Strategies

Each type of advertiser needs different services. For example, large companies and agencies want a top-tier service, advanced training, unique solutions, and personalised marketing attention. SMBs need easy-to-use self-serve products with simple CRM integration, one-click content delivery, and legal and financial help. Micro-influencers and creators need quick campaign setups, shoppable streaming, and better brand matching and merchandise support. 

AI can help offer these tailored approaches, but platforms might have to modify their service models. This could mean rethinking offshoring/nearshoring opportunities, setting up centers of excellence, planning sales territories, adjusting pricing and products, working with partners, and updating their tech roadmap. It's a big task, but the rewards are huge, especially with the global ad market set to exceed $1 trillion next year. 

Seizing the Opportunity

They say money talks, and with $750 million in digital ad spending shifting hands more quickly than ever, it’s a no brainer that platforms need to act boldly. If they are going to take all the money on the table, they must integrate AI strategically and embrace a buyer-focused mindset. In an increasingly competitive market, this is a once-in-a-generation opportunity to rewrite the rules of ad sales. The question is, will they act swiftly enough?