The past decade's digital beneficiaries of ad dollars now have become targets for competitors in search, social media, streaming and retail who want to grab a piece of the ad spending market. Those competitors are using tools such as AI, personalized audience and consumer data, and open networks, and in the process, they are reaping efficiencies. In addition, digital tools are not only affecting where ads are placed but also how ads are created, who creates them and the time needed to generate advertising