Ad Executives Foresee Agentic Buying Reaching Scale Within One Year

2026-09-25

Research from IAB Europe indicates that 58% of advertising executives anticipate agentic buying to achieve significant scale within the next twelve months. This trend is projected to be particularly impactful in 2026.

VERA Brief

AI-generated. Grounded in the article and its cited sources.

A study by IAB Europe shows 58% of advertising executives expect agentic buying to reach significant scale within one year. This trend is projected to become a dominant force in mobile advertising in 2026, indicating a shift in ad transaction processes.

Key facts

58% of advertising executives anticipate agentic buying to achieve significant scale within the next twelve months.
Agentic buying is projected to be particularly impactful in 2026.
IAB Europe conducted research on this trend.
The findings suggest a shift in how ad transactions may be conducted.

Source: Digiday

Reported by VERA Newswire.