Observed Signal · Sep 24, 2026 · Research Report · Source: Digiday · Impact: 4/5 · Sentiment: Positive
AI Agents Market: 58% of ad execs expect agentic buying to scale within a year
A new IAB Europe survey of 50 ad executives across 44 European markets reveals growing confidence in agentic ad buying. 58% expect it to reach operational use or scale within a year, though definitions vary. Larger companies (86%) are more advanced in human-agent collaboration than smaller ones (48%). Executives differ on speed: 30% expect agents to become a primary buying method in some markets, 28% expect regular use without full scale. Security and privacy are top concerns. Currently, agents are used mainly for reporting, analysis, and programmatic optimization. Most organizations judge AI on efficiency, with 59% increasing AI marketing investment in 2026. Skeptics like Converge Digital's CEO question the real value of agentic buying, noting it automates only parts of the process.
High importance: Industry research shows accelerating adoption of agentic buying, a transformative trend affecting ad tech, agencies, and publishers.
Key Takeaways & Evidence Grounding
- IAB Europe research surveyed 50 ad executives across 44 European markets.
- 58% of executives expect agentic ad buying to reach operational use or scale within a year.
- 86% of large companies (501+ staff) run advanced human-agent systems, vs 48% of smaller firms.
- WPP and Omnicom are testing buyer agents; CNN and News U.K. are building sell-side agents.
- 59% of respondents are increasing investment in AI marketing technologies in 2026.
Connected Companies & Entities
4 Entities mappedCNN
Global news publisher and broadcaster monetising audiences across platforms.
“CNN and News U.K. are building sell-side agents....”
Omnicom
Global advertising holding company with media, commerce, PR and data capabilities.
“Omnicom is doing the same (testing AI agents)....”
IAB Europe
European digital advertising association governing standards, training, and industry forums.
“IAB Europe research surveyed 50 ad executives across 44 European markets....”
WPP
Global marketing services group with agencies, media operations and AI software.
“WPP has built and is currently testing its own buyer agent....”
Ontology Mapping & Concepts
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