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# 58% of ad execs expect agentic buying to hit scale within a year
- URL: https://www.medianexis.com/58-of-ad-execs-expect-agentic-buying-to-hit-scale-within-a-year/
- Published: 2026-09-25T22:02:17.000Z
- Updated: 2026-09-25T22:02:17.000Z
- Description: Digiday’s Seb Joseph reports that new IAB Europe research surveying 50 ad execs across 44 European markets found 58% expect agentic ad buying to reach operational use or scale within a year.
- Author: The Signals Desk
- Tags: Ad-tech, AI, Seb Joseph, 58% of ad execs expect agentic buying to hit scale within a year

**Why it matters.** Smaller buyers and agencies without the resources to build agentic systems risk falling behind larger holdcos like WPP and Omnicom that are already testing their own buyer agents.

*Signal from* [*digiday.com*](https://digiday.com/?ref=medianexis.com) *·* [*Seb Joseph*](https://www.medianexis.com/tag/by-seb-joseph/) *·* [*read the original*](https://digiday.com/media-buying/58-of-ad-execs-expect-agentic-buying-to-hit-scale-within-a-year-according-to-iab-europe-research/?ref=medianexis.com)*.*