AI is advancing quickly across the TV advertising ecosystem, from agentic buying to creative to how ads are delivered to viewers, but there is still little consensus on where it will have the greatest impact.
To better understand where AI can create meaningful value, FreeWheel conducted surveys with media buyers, media sellers, and a critical but often overlooked group: viewers engaging with AI-influenced ads. This report looks at how each group views AI’s role in advertising, where their perspectives converge or differ, and what those dynamics could mean for broader adoption across the industry.
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