Author: Michael Bürgi

Another Media Buying Summit is in the books, having just wrapped last Wednesday in Nashville. And while some terrific speakers took the stage, once again it’s the Town Halls that reveal some of the greatest challenges that the people doing the real work at media agencies face day to day. 

Held under Chatham House rules, which enable free and open conversation under cover of anonymity, the two Town Halls were open to agency personnel only. And while they aired their challenges — from data and attribution issues to clients that don’t listen — today’s briefing focuses solely on the challenges and solutions on integrating AI systems and processes into workflows.

The following are excerpts from the two Town Halls, and have been lightly edited for clarity

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The latest round of earnings calls from the cohort of publicly listed ad tech companies concluded this week, with the results helping observers to grasp the challenges and opportunities in the sector.

The numbers filed with each company’s respective stock exchange in recent weeks, as shown in the table below, indicate an annual average revenue increase of 17.4% across the sector in 2025.* Although anomalies such as AppLovin (70% growth) and Teads (46% growth post-merger with Outbrain), as well as Perion and PubMatic’s declines of 12% and 2.88%, respectively, warrant closer inspection.

Closer analysis shows that revenue-weighted growth across the sector was 26.6% in 2025, although subsequent stock ratings were not reflective of this, with prices largely heading south after market disclosure as concerns around AI and Big Tech’s influence swelled.

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