Targeting, bidding, and budgeting are measured on every media dashboard in the business. Creative is not, even though MAGNA Media Trials and Yahoo! found in 2023 that creative quality accounts for 56% of campaign impact, compared with 44% for media placement.
New research from Marketing + Media Alliance (MMA) and Monks maps where agentic AI actually runs inside 100 large marketing organizations, what is blocking scale, and how the 31% who are hands-on operate differently.
That gap between vision and deployment in agentic AI is the subject of this session.
Marketing + Media Alliance (MMA), with Monks, surveyed 100 senior marketers, roughly 9 in 10 of them Director level or above and more than 80% at companies reporting $1B or more in revenue.
