iab：2025年数据现状：AI在媒体广告活动中的当下、近期与未来演进报告（英文版）

IAB’s State of Data series has tracked major shifts in digital advertising that have forced nearly every company to adapt or else fall behind. Most recently, signal deprecation has driven an industry-wide movement to the use of first-party data, alternative IDs, and data clean rooms.Now, driven by the rapid evolution of AI, the industry is on the brink of an even larger shift. Although AI has helped analyze data, optimize targeting, and automate workflows for years, it has not fundamentally cha