Summary
AI is rapidly reshaping media buying, but marketers should avoid giving platforms unchecked control over advertising budgets. Gartner predicts that more than 70% of global ad spending and 80% of U.S. spending will flow through AI-influenced self-service platforms by 2028. Marketing experts warn that these systems may favor platform revenue over advertisers’ interests, creating potential bias. Marketers should define clear business goals, limit variables, compare performance across channels, and ensure spending connects to measurable outcomes. Human oversight remains essential, with finance teams and independent measurement providers helping assess risks. Marketers should embrace AI’s efficiency while maintaining strategic control, scrutiny and accountability.
Marketing Dive
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