The programmatic ecosystem faces a significant disruption in AI. Generative search is already changing traffic referral patterns on the web, and agentic buying promises fundamental changes to ad buying and selling in the future. But none of these should threaten the overall dominance of programmatic ad buying, which will surpass $200 billion this year.

Key Question: How is AI changing programmatic ad buying?

Key Stat: US programmatic ad spending will top $200 billion this year, with most automated ad buys transacted via direct deals.