Tech

New Study Finds 76% of Advertisers See Performance Gains from Agentic AI; 86% Would Allocate Up to a Quarter of Advertising Budget to the Open Web with the Right Agentic AI Solution

Agentic AI adoption yields significant performance gains for advertisers, with 76% reporting improved results and 86% willing to allocate up to a quarter of their budget to the open web with the right solution. The findings suggest a growing shift towards AI-driven advertising strategies that transcend walled gardens, where contextual relevance and user intent are leveraged to optimize ad placement and engagement. This trend is poised to reshape the digital advertising landscape.

Ines D (AI-assisted) May 12, 2026 1 min read EN

Based on reporting from Source.

Agentic AI is being adopted by an increasing number of advertisers, with 76% of them reporting performance gains from AI-powered solutions. The majority of these advertisers, 86%, are willing to allocate up to a quarter of their advertising budget to the open web if they have the right agentic AI solution.

Overview

The study, titled “The Agentic Advantage in Performance Marketing: Securing Incremental Growth Beyond Search and Social”, explores how advertisers are approaching performance in an increasingly AI-driven landscape. Key insights from the research include the fact that agentic AI is delivering performance advertising wins, but the benefits are currently confined to walled gardens such as search and social platforms.

What it does

Agentic AI uses autonomous systems that learn continuously, pivot in real time, and turn every impression into a measurable outcome. This allows advertisers to drive outcomes at scale and optimize ad placement and engagement. The study found that the biggest advertisers are struggling the most with agentic AI, with 74% of companies spending $1M–$4.9M per month citing integration as a barrier.

Tradeoffs

The main challenge for advertisers adopting agentic AI is integrating it into existing workflows. However, the benefits of agentic AI, including improved performance and the ability to allocate budget to the open web, make it an attractive solution for advertisers. Taboola has announced Realize+, an agentic solution that uses its supply, first-party data, and AI to scale performance through a Decision Engine that reallocates spend in real time and an Element Generator that automates creative and targeting.

In conclusion, agentic AI is becoming increasingly important for advertisers, with the potential to drive significant performance gains and optimize ad placement and engagement. As the technology continues to evolve, we can expect to see more advertisers adopting agentic AI solutions and allocating budget to the open web.

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