New data from DoubleVerify’s 2025 Global Insights Report reveals that a staggering 91% of marketers are currently using or plan to implement third-party AI or automated bidding platforms outside their existing demand-side platforms (DSPs). This marks a significant shift in the digital advertising industry toward automation-driven campaign planning and execution.
Manual Workload Remains High — AI Gains Traction
Marketers report spending approximately a quarter of their workweek—roughly 10 hours or more—on repetitive tasks such as adjusting bid strategies and managing budget allocations. In dollar terms, this equates to US $17,000 per employee annually in opportunity costs, as teams are diverted from strategic innovation toward operational minutiae.
AI-powered tools promise to reclaim these hours. Sixty-three percent of respondents said they intend to deploy AI automation in bidding, campaign activation, optimization, creative testing, and other operational workflows within the next 12 months.
Industry specialist Leah Cooper, former head of media at a top e-commerce brand, notes: “Previously manual bidding was a full-time job by itself. These AI tools let us focus on campaign insight rather than incessant bidding tweaks.”
Widening Adoption Across Marketing Workstreams
The report highlights significant year-over-year growth in AI-led campaign workflows:
- A substantial 32% rise in AI usage during campaign planning and activation
- 12% increase in automated mid-flight campaign optimization
- Growth in areas like dynamic creative optimization and media brief summarization
These trends underline how AI is shifting from experimental to essential across media organizations.
Transparency and Oversight Remain Critical
Despite enthusiasm for automation, marketers cite valid concerns. Foremost are issues around transparency—understanding how AI decides on bids and optimizations. In the absence of clear insights, trust in AI can waver.
A senior digital strategist, speaking anonymously, adds: “These systems are powerful, but without clarity, we outsource decisions without oversight. Human supervision remains key.”
The report stresses that while AI streamlines routine tasks, human guardianship is essential—especially in highly regulated or performance-sensitive verticals like finance, health, and pharmaceuticals.
Strategic Value Outweighs Cost Risk
Survey participants expressed confidence that the efficiency gains from automation will far outweigh costs. However, they also caution against unchecked reliance on external vendors—raising concerns about platform lock-in, escalating fees, and sourcing inconsistencies.
Mark Rozier, an independent media analyst, observes: “AI tools require a balance—embrace the efficiency, but remain nimble and verify outcomes. Strategy must prevail over convenience.”
Implications for the Future of Ad Operations
- Reimagined Marketer Role
With AI taking over tactical execution, marketers should reposition toward strategy, creativity, and campaign innovation. - Operational Efficiency Gains
Shifting repetitive work to machines streamlines campaign execution and enables faster testing and iteration cycles. - Vendor Proliferation and Integration
As the appetite for AI grows, so will the proliferation of tools. Integrating them with existing systems and maintaining performance consistency becomes both an opportunity and a challenge. - Emerging Need for Regulation
Growing AI influence may attract increased scrutiny from regulators—particularly around algorithmic accountability and ad transparency.
What’s Next
Moving forward, marketing teams will likely adopt AI across the full campaign lifecycle—from persona creation to dynamic content adjustment. Open-source and in-house AI tools may rise in popularity as firms aim to retain control and avoid reliance on third-party vendors.
Ultimately, DoubleVerify’s report spotlights a critical inflection point: AI is fast becoming a fundamental component of digital marketing infrastructure. Yet as the industry transitions, safeguarding strategy, creativity, and transparency remains non-negotiable.