Butler/Till

OpenAI’s growing ads business is starting to prove its worth. But if it wants to keep growing, it’s going to need stronger measurement solutions.

Agentic AI just ran a CTV campaign end-to-end through a new, agent-driven buying workflow with far less manual optimization and a lot less waste. Butler/Till’s Scott Ensign explains what that means for the future of programmatic.

Programmatic bidding algorithms aren’t always aligned with campaign goals, so agencies are relying on AI tech to create algorithms tailored to their campaigns instead.

On Monday, FreeWheel announced the integration of Proximic by Comscore’s contextual audience data directly into its ad management platform.

The phaseout of third-party cookies kicked off the sell-side curation trend. But it’s also being driven by advertiser concerns about open web media quality and the need to enhance publisher contextual signals with audience data.

Curation’s shift to the sell side is giving DSPs less control over how advertisers curate audiences, which is creating new tensions in the programmatic ecosystem.