AI replacing or augmenting media buying

AI is moving into the media buying function itself, automating daily optimization, cohort-level targeting, and performance tracking against granular benchmarks. Whether full replacement is desirable remains debated.

Who it affects: media buyers, agencies, DTC founders

Notable: A small cluster (3 mentions) concentrated on Ecommerce Playbook. At the $7M-$8M revenue range, media buying is expected to become bespoke, with account structures reflecting specific tactics like promos, whitelisting, and subscription testing. Daily targets by cohort and channel are becoming the norm.

Mentions across sources: 3