The Impact of AI on Digital Advertising: Adoption, Opportunity and the Agentic Web

Marking the release of IAB Europe’s Impact of AI on Digital Advertising report, this masterclass will use new industry data to provide a clear picture of how AI is being adopted across Europe’s digital advertising ecosystem today.

The session will examine where adoption is accelerating, the main operational, commercial and governance challenges still holding organisations back, and the opportunities AI is creating across the advertising value chain. Industry leaders will also explore the emerging agentic web, including how AI agents may reshape discovery, commerce and consumer interactions, and the role advertising could play in connecting brands, platforms and consumers within this new environment.

Combining research insights with perspectives from the ecosystem, the discussion will move beyond speculation to consider how the ecosystem is changing, what businesses should prepare for next, and how the industry can support responsible and effective adoption.