IAB：2025年数据状况：AI在媒体营销中的当前、近期与未来演进报告（英文版）（36页）.pdf

1、State of Data 2025THE NOW,THE NEAR,AND THE NEXT EVOLUTION OF AI FOR MEDIA CAMPAIGNSMarch 2025SPONSORED BY:STATE OF DATA 2025:Evolution of AI for Media CampaignsContentsWelcome to Your New Media Campaign:Brought to You by AI0304Explainer:Realizing AIs Full-Scale Potential in the Media Campaign Lifecy

2、cle 1418Current AI PerceptionsFuture AI Challenges and Opportunities23Future AI Solutions and Standards206Current AI Adoption Status26Recommendations05Key InsightsSTATE OF DATA 2025:Evolution of AI for Media CampaignsWelcome to Your New Media Campaign:Brought to You by AI3IABs State of Data series h

3、as tracked major shifts in digital advertising that have forced nearly every company to adapt or else fall behind.Most recently,signal deprecation has driven an industry-wide movement to the use of first-party data,alternative IDs,and data clean rooms.Now,driven by the rapid evolution of AI,the indu

4、stry is on the brink of an even larger shift.Although AI has helped analyze data,optimize targeting,and automate workflows for years,it has not fundamentally changed how media campaigns are executed from start to finish.Today,a new evolution of AI is upon us that will upend the industrys traditional

5、 workflows,job roles,and execution.New forms of AI,including but not limited to generative and agentic,are transforming AIs role from a tool that makes existing processes smarter into one that can now think,strategize,and execute in unprecedented and even human-like ways.AI can now be used to build

6、media plans,generate audience segments,select media partners,and fashion customized sales packages.It can scenario plan,forecast performance,and even use synthetic,or“fake”,data to enhance audience building,marketing mix modeling,and sales attribution.Full-scale deployment of AI,where it is integrat