Based on multiple sources, including surveys of 1,500 B2B buyers and 1,500 B2B marketers, Digitalzone found that 32% of AI purchasers reside in IT. That doesn’t mean AI purchasing is confined to tech; it stretches across many departments including finance (12%) and procurement (11%). Marketing, however, is low on the ladder with just 7% of AI buyers.
Although a new report from the IAB shows healthy growth in CTV ad spend, that growth is not keeping pace with the attention viewers are giving CTV. Data from Innovid shows time spent per day streaming projected to grow 5% between 2022 and 2026; ad spend is projected to grow 2% over the same period. Nevertheless, the 108 million viewers for the Netflix stream of the Tyson-Paul fight suggests linear TV’s major stronghold on live sports may have been breached.
The IAB is forecasting that digital video will capture some 60% of total TV/video ad spend this year, a growth of 100% on its share five years ago. The new 2025 Digital Video Ad Spend & Strategy Report also notes that CTV saw a 16% increase YoY in ad spend growth. CTV and social video will be the top “must-buys” for advertisers in 2025.
Databricks is highlighting its interest in marketers through out-of-the-box integrations with partners including Adobe, Braze, Salesforce, MessageGears, and Tealium. All will be able to run campaigns using information in the Databricks data intelligence platform without data syncing or copying.