"Marketers want to discuss what's real for agentic tools. Not the grand ambitions or the just-out-of-reach magical AI applications that will solve all of programmatic advertising's problems."
"Many other POSSIBLE attendees agreed with this assessment in conversations with AdExchanger on the ground. If such a reality is on the horizon, agents making deals with other agents to run campaigns from scratch won't be happening before next year's conference."
"Companies like Newton are building toward an agent-to-agent future for programmatic, said its CEO, John Hoctor. And right now, they're training their models on the wealth of institutional knowledge compiled by the IAB and other advertising trade groups."
At the POSSIBLE conference, marketers expressed a desire for realistic applications of agentic AI tools, emphasizing automation over grand ambitions. Current tools primarily assist in automating workflows and campaign setups, with true autonomous buying still distant. Companies like Newton are working towards an agent-to-agent future, leveraging institutional knowledge from advertising trade groups. The foundation for agentic advertising is being laid, but significant advancements are still required before fully autonomous systems can be realized.
Read at AdExchanger
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