The state of media buying today
Media planning and buying is under pressure. With new technologies ever-evolving, consumer behaviour shifting, privacy rules tightening, and third-party cookies losing their once-central role, agencies across the UK and Ireland are rethinking how they reach and measure audiences.
To understand how the industry is adapting, Experian spoke with over 200 media agencies. The findings reveal an industry in transition: agencies are leaning into hybrid targeting, reviving third-party data, and adopting new approaches like AI and curated marketplaces; while at the same time grappling with ethical responsibilities and fragmented measurement.
In this report, we explore:
Signal loss and the limits of first-party data
Why agencies are struggling to scale on first-party data alone, and why third-party strategies are making a comeback
The rise of hybrid targeting
How combining contextual and audience-based approaches is helping agencies adapt to shifting audience behaviours
Curation and AI on the horizon
Why agencies believe curated marketplaces and AI will dominate media buying by 2030, and what’s holding some back
Ethics and measurement in flux
How responsible media and fragmented measurement frameworks are shaping agency decisions today
A sneak peek into:
Media buying in transition: What agencies must do next
The shifting media landscape
The findings of this report reveal an industry in flux, with agencies actively seeking the most effective ways to plan and buy media amid a rapidly evolving landscape. Increased media fragmentation, data protection laws, AI adoption, and the rise of retail media are adding new layers on complexity for buyers and planners. The undercurrent of signal loss remains keenly felt by agencies, with nearly three quarters (73%) of respondents claiming this has made it harder to plan, target, and measure campaigns.
In response, agencies are adapting their strategies and investing in new technologies as they look to find future-proofed solutions. Hybrid targeting models are on the rise, with audience-based targeting complemented by contextual strategies to deliver heightened relevance across both brand and performance campaigns. AI adoption is accelerating rapidly, 85% of interviewees believe it will drive most media decisions by 2030.
Curation is also building significant momentum. While many agencies are only at the beginning of the journey, a substantial number are already seeing value in this approach. Nearly nine in ten (89%) agree that curation will be a key strategic driver in the future. Yet, the shift isn’t just technical, with an overwhelming 92% of agencies saying they’re placing greater emphasis on responsible, ethical decision-making in their media buying. Whilst evolving data, technologies and strategy unlock new opportunities and increased revenue, they also bring short-term uncertainty. One thing is clear: to build confidence and unlock growth in a complex media environment, agencies must deepen their understanding of this fast-evolving ecosystem.
Want to download the full report?
Media buying in transition: What agencies must do next
This report reveals how 200+ media agencies across the UK and Ireland are responding to one of the most disruptive periods in modern media buying. From data and targeting to AI, curation, ethics, and measurement, it explores the challenges and opportunities shaping the industry’s next chapter.
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