Industry Newsgenerative aiad techmediaoceancross channel orchestration
Marketers Confront AI Execution Gap Blocking Campaign Activation
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8.1
Mediaocean’s ninth Advertising Outlook Report, based on November 2025 surveys of more than 6,100 marketers, agencies and tech providers, finds 70% cite generative AI influence and 63% plan rises in CTV spending. The report highlights a major execution gap—only 10% have fully unified ad tech stacks, with AI usage falling from 43% in analysis to 19% in campaign orchestration—urging orchestration to enable activation.
Scoring Rationale
Robust, large-scale industry survey offering actionable orchestration guidance; limited novelty beyond confirming persistent ad-tech fragmentation.
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