March 11, 2026  |  SIGN UP

Michael Bürgi
SENIOR EDITOR, MEDIA BUYING AND PLANNING

It's an inarguable truth that generative AI in its multiple forms has helped every corner of the agency world, be it creative, media, tech, data and even personnel and talent. But there's a problem bubbling under the surface of these efforts – the growing disconnect between agency leadership and the rank and file on exactly what to invest in and how to implement AI. 

That truth became quite evident during the two Town Halls at last week's Media Buying Summit in Nashville. Simply put, the choices being made at high levels at some independent agencies don't match what teams need. It's leaving effort on the table, and wasting investment dollars. 

But let me let them tell you in their own words. See below for this week's Media Buying Briefing. 

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DIGIDAY MEDIA BUYING SUMMIT

Media Buying Briefing: Overheard at DMBS Spring 2026: AI from the top to the bottom of agencies

The Town Halls revealed the most about the challenges and solutions media agencies face with integrating AI systems and processes into workflows

DIGIDAY MEDIA BUYING SUMMIT

As brands respond to AI search, walls crumble between paid and organic

Agencies are knitting SEO and PPC teams closer together as they adapt to the new rules of search that are driven by the use of generative AI.

PARTNER INSIGHTS FROM CINT

Why marketers turn to cross-platform measurement to optimize in real time

Marketers have immense opportunities for media exposure across devices and channels, but only if they reach users where they are engaging. An effective cross-platform measurement strategy enables optimizations in real time — from shifting creative and frequency to even publishers.

MEDIA BUYING

The Rundown: Ad tech’s performance in 2025 was overshadowed by AI concerns and Big Tech

Despite revenue increases, the markets were brutal but reports over talks with OpenAI proved later upside. 

A MESSAGE FROM SEEDTAG

Neuro-contextual AI moves targeting beyond identity to intent

Neuro-contextual AI allows advertisers to move beyond identifying who a consumer is to understanding where to reach them, how to capture their attention, why they are engaging and how they feel. Relevance is defined by a user’s cognitive state rather than demographic categories.

See how it works

THE CREATOR ECONOMY

Long-form creators eye taking over TVs – and chasing bigger brand budgets

Long-form episodic creator content is drawing in large numbers of highly engaged viewers, but ad budges are lagging behind. We explore why.

MEMBER EXCLUSIVE

Future of Marketing Briefing: Epsilon’s quiet bet against the LLM gold rush

In advertising’s AI race, Epsilon says the winners won’t pick one mode. They’ll orchestrate many.

PARTNER INSIGHTS FROM AMAZON ADS

The challenge of measuring brand-building impact

According to Boston Consulting Group research, 46% of B2C marketing leaders are balancing their efforts between short-term revenue and long-term growth. And while brand advertising drives sales, the gap between an upper-funnel awareness campaign and final purchase makes accurate measurement through traditional means difficult.

PARTNER INSIGHTS FROM THE WEATHER COMPANY

Video explainer: Using weather targeting to influence action

In this video, learn how advertisers tap into a consumer’s mindset, motivation and emotional state at a given moment that moves the needle.

PARTNER INSIGHTS FROM KEEN DECISION SYSTEMS