Australia’s digital advertising job market is under the pump, as new research conducted by the Interactive Advertising Bureau reveals the opportunity for entry-level roles has almost disappeared, accounting for. only 1 per cent of vacancies—the lowest level since it began tracking the job market.
About half (49 per cent) of vacancies require more than six years’ experience, which illustrates the devastating impact AI technology is having on entry level roles and early career pathways in the digital advertising sector.
The research, titled IAB Australia’s 2026 Digital Advertising and Ad Tech Industry Talent Review, found the industry to currently be “in transition” as a result of higher expectations and the rapid rise of AI across day-to-day operations, highlighting longer-term risk of a weakening future workforce pipeline as a result.
It also found the industry vacancy rate has fallen to 2.4 per cent, the lowest level since tracking began, with only 40 per cent of companies reporting any open roles.
IAB said while AI is creating clear productivity gains across the market, “the findings show the pressure is being felt most sharply in junior and process-driven roles that have traditionally helped develop the next generation of advertising and media talent”.
IAB Australia CEO Gai Le Roy said the review highlights a structural workforce issue that requires an industry-wide response.
“If the industry wants to maintain a strong Australian media and advertising market, it cannot focus only on short-term efficiency,” she said. “Continued investment in people, leadership capability and future talent pipelines will be critical.”
Le Roy highlighted that AI capability is “rapidly becoming a baseline expectation across most parts of the market” but that the findings make it clear technical skills alone are not enough.
“The capability gaps employers are struggling with most are strategic thinking, commercial acumen, leadership and the ability to work with clients and businesses in more sophisticated ways as the market becomes more complex,” she said.
“This is an area where the industry needs to work together. Employers, industry bodies and education providers all have a role to play in ensuring Australia continues to develop the depth of talent and expertise the market depends on.”
