IAB Europe survey finds 86% of European ad businesses using AI for marketing, but only 48% have governance policies in place
By the Optimixed Newsroom
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TLDR
An IAB Europe survey of 50 ad businesses shows heavy AI adoption among marketers but significant gaps in governance and compliance policies.
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Optimixed's original report on this story.
In a survey of 50 European advertising businesses, the IAB Europe found that 86% are already using AI for marketing, yet only 48% have established ad policies or governance rules in place. The research also revealed that 78% of respondents have named an AI governance owner and 58% expect to adopt agentic buying within a year, highlighting a gap between adoption pace and regulatory preparedness across the ad industry.
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