As AI Adoption Grows, Nearly Half of Advertisers Plan to Bring Media Planning In-House

As AI reshapes how campaigns are planned, executed, and optimized, a growing number of advertisers are reconsidering one of the industry’s foundational structures: the role of external agencies in media planning. New research suggests that nearly half of brands are preparing to bring more of that function in-house, signaling a broader shift toward control, data […] As AI Adoption Grows, Nearly Half of Advertisers Plan to Bring Media Planning In-House first appeared on Street Fight.

Last updated Mar 24, 2026 by ATDb automated enrichment