agentic AI

On Wednesday, Magnite CEO Michael Barrett painted a picture of a company that’s edging into the buy side by adding more DSP-style capabilities for planning and activation.

Newton Research introduced a fully agentic layer to its platform that can handle each step of a campaign lifecycle and better predict future outcomes.

Rafa Flores helped build an “intelligent CDP.” But also he also used his product development skills to address his own epilepsy.

Agentic AI shows promise for direct deals. But if Google has its way, Buyer Direct could put an end to all sorts of agentic direct sales opportunities while they’re still in the cradle.

Historically, non-human traffic was viewed on a spectrum from benign to intentional fraud. But AI agents represent a legitimate audience that brands will have to understand and engage.

Comscore is adding Spotify, SiriusXM, Triton Digital, Acast and Libysn to its Proximic targeting solution to build brand-safe, contextual audiences for omnichannel campaigns.

Instead of relying on rigid audience segments, modern systems can interpret a real-world moment in real time, combining layers of information to better predict what someone might actually care about right now.

The CMS migration helped unify TIME’s fragmented content data after years of platform transitions under multiple owners. This enabled TIME to launch its own AI search product and convert archival content into AI-friendly “markdown” pages.

In a world being agentically orchestrated at scale, human judgment is the indispensable guardrail preventing us from optimizing right over the cliff.

AI is rapidly moving from promise to practice in streaming TV advertising, reshaping how campaigns are planned, executed and experienced. But as adoption accelerates, there remains no clear answer to what success actually looks like across all parts of the industry.

I’ve always loved sci-fi movies and the way they portray futuristic worlds shaped by advanced technological innovation. One of my favorite movies is the ’80s classic “The Terminator.” And the more I hear about “agentic AI” in ad tech, the more I think the film is a perfect analogy for what’s happening right now.

To close the gap between digital audio ad spend and audience engagement, audio platforms want to get more deeply embedded in omnichannel campaign planning tools.

Not On My Dime Marketers are increasingly using AI, but mostly for low-stakes tasks, not media-buying decisions.  A Digiday survey of more than 100 marketers names data analysis and content creation as the most popular AI use cases. Advertisers surveyed also prefer AI for social and retail media compared to other channels. One could argue […]

Performance CTV tech company Keynes launched an AI-powered platform. Tuckernuck says it can finally “pop open the hood” and see what’s working.

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.

Binary measurement preserves margin and lets late-arriving impressions claim credit they may not deserve. We need a new measurement model for the AI era.

Google sees an opportunity for an ecommerce do-over in the agentic AI era. Plus: Cox Media Group and other marketing firms settle allegations over falsely marketing an AI-powered “Active Listening” ad product.

There is a myth that end-to-end platforms and sheer quantity of data yield efficiency and competitive advantage. But most clients need flexible, modular solutions that address their needs and work with their existing tech stacks.

Between signal loss, missing audience information and aging data, most of the data that companies have is spotty. But despite what you may have heard, agentic AI can deal with spotty data.

Meet Kovva, a new AI ad tech startup tackling the unglamorous gruntwork that programmatic has never fully automated.

PubMatic has run more than 30 fully autonomous, end-to-end agentic campaigns through the SSP’s AgenticOS platform, in addition to more than 1,000 direct publisher deals.

Criteo shares dropped by 20% Wednesday morning after the company reported shaky Q1 earnings and revised its guidance downward for the rest of the year.

Programmatic enemies make better friends in the AI era; social video projected to outgrow CTV this year; and apps are integrating into chatbots, but where are the users?

WPP is shifting to a pay-for-performance revenue model. But there are many barriers to clear before PFP becomes the industry standard.

Take your sunglasses off for this one. Fresh off the POSSIBLE conference in Miami, our reporters debrief on how the marketing industry addressed the subject du jour: AI. Plus: the topics that were conspicuously absent from the conference.

AdExchanger Senior Editors Alyssa Boyle and Anthony Vargas share their takeaways from three days chatting about agentic AI at POSSIBLE.

Google announced new features and ad types for AI Max, its AI-based bidding product for search and shopping or sponsored product ads. The company also touted “hundreds of thousands” of advertisers using AI Max.

Agentic commerce company Envive builds on-site agents for brands like footwear company Clove, painting a clearer picture of what their customers are looking for.

CTV never fit cleanly into campaign execution models built for RTB-based trading. Whether agentic AI solutions can simplify the complicated CTV landscape for publishers will be their first real test case.

The industry has spent years debating third-party cookies, but AI has settled the debate. First-party data isn’t just preferred; it’s structurally necessary. And the capital is already moving.