As AI Adoption Grows, Nearly Half of Advertisers Plan to Bring Media Planning In-House
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As AI reshapes how campaigns are planned, executed, and optimized, a growing number of advertisers are reconsidering one of the industry’s foundational structures: the role of external agencies in media planning. New research suggests that nearly half of brands are preparing to bring more of that function in-house, signaling a broader shift toward control, data ownership, and AI-enabled decisioning.
According to a survey of 120 senior brand and agency leaders conducted by Keen Decision System
According to a survey of 120 senior brand and agency leaders conducted by Keen Decision System
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