Everybody wants to make the most of agentic AI in advertising. The winners will do it with purpose. Here’s how to make a plan, step by step.
McGrath left Prebid in June following five years as board chairman after stepping down as SVP of product management at Magnite. But now, overseeing Prebid will be his full-time job.
OpenX CTO Joel Meyer, who was named Prebid’s new chairman, previews the org’s next phase and helping publishers navigate competing agentic protocols.
Amazon has third parties selling some of its ad inventory; Scope3 selling Adloox to Peer39 suggests sustainability is out; and “fabric” is the new AI-related buzzword for ad tech.
The programmatic intelligence layer is owned by the same parties that are extracting margin from it. That structure is now being dismantled by an AI-underpinned protocol that moves the intelligence layer into the open.
