Overheard in the Media Agency Report: How Assembly, IPG, Horizon and others use AI and will spend on ads in 2026

This is a bonus behind-the-scenes look at our conversations with executives for Digiday’s 2025 Media Agency Report, which examined the current and future state of media agencies, from the perspective of total client spending and spending by media channel, and delved into the impact of agentic AI on the agency landscape.

Digiday hosted a focus group of seven senior media agency executives who oversee media investment at holding company-owned and independent media agencies to gather first-person accounts of client spending. Agencies and networks that participated in the focus group were:

• Assembly Global
• Horizon Next
• IPG Mediabrands
• Mediahub
• Mile Marker
• Novus
• PMG

What follows are their thoughts on how they and their clients are incorporating AI into daily workflows and their expectations for client spending in 2026.

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