The agency additionally fashions another outcomes during which 2026 progress might fall to 1.9% if the U.S. enters a recession.
Making ready for the AI period
Scott-Dawkins stated the trade is “at this cusp of the AI period,” noting that platforms that had been “utilizing machine studying a decade in the past” at the moment are investing in AI infrastructure and instruments that straight help advert merchandise.
For advertisers, she stated, AI is already creating efficiencies in workflows, provide chains, and product growth, which may liberate incremental finances for media.
Madison & Wall’s U.S. knowledge additionally factors to a consolidation round AI-enabled media shopping for platforms, equivalent to Meta’s Benefit+ and Google’s Efficiency Max, which bundle inventive, optimization, and measurement in what the report describes as a “black field.”
To assist purchasers navigate this new world, WPP Media has launched a Way forward for Promoting Intelligence Framework, which scores corporations throughout 5 areas: knowledge property, AI and technical capabilities, distribution, transaction capabilities, and content material and media.
The complete scoring and rubric, which incorporates present platforms and anticipated entrants like OpenAI, shall be launched at CES in January 2026.
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