MINT x IBM
 
The Orchestration Imperative: Governing Agentic Advertising

In a market shaped by AI, new tools keep entering the stack. The real gap is how they work together.
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Why the gap exists
Global digital ad spend has already surpassed $740B and is set to exceed $870B by 2027. Behind that growth, most brands still run on disconnected workflows. As budgets grow, the bigger opportunity lies in connecting systems and making them work as one.

The orchestration crisis
86% of marketers say cross-channel coordination matters, yet only 10% have fully connected systems in place. This impacts the entire process, from planning to activation, measurement, and optimization. Agent AI could bridge these gaps, helping different parts of the stack work together instead of adding more tools.

Who controls what?
As autonomous agents take on planning, buying, and reporting, the role of the CMO evolves toward strategic oversight and governance. With AI adoption accelerating, the focus moves to building workflows that establish clear guardrails and define ownership across teams and systems.