agentic AI

The group that turned header bidding software into an open standard is bringing the same approach to publisher-side AI agents.

AI startup Limy raised $10 million in seed funding, with a plan to show brands how AI agents are driving sales for their businesses. Plus: The CMA ruled that Google must give publishers more autonomy over the use of their content.

Advertising’s “agentic” future is a compelling vision, but one that relies on capabilities that do not exist yet. AdCP may one day make buying easier, but it will not make buying better by itself.

Ad industry experts call out trends to watch in 2026 and separate the real AI use cases having an impact today from the AI hype they heard at CES.

Returning to the news desk after a year away from CTV beat reporting is like discovering a time capsule with the industry’s core dilemmas. One thing that has changed, however, is the CTV industry’s infatuation with agentic AI.

Meta cuts its metaverse investment by 30%; Netflix makes a renewed push in the gaming market; and the rush to slap an AI label on everything is placing existing ad tech under renewed scrutiny.

Retail media gets its own special kind of AI agents; xAI has a CSAM problem; and Discord might be trying to go public.

Agents, streamers and robots, oh my! Live from the C-Space campus at the Aria Casino in Las Vegas, our team breaks down the most interesting ad tech trends we saw at CES this year.

Off Ramp Publicis signed a deal to license LiveRamp’s RampID and Authenticated Traffic Solutions (its alternative IDs to third-party cookies) on behalf of clients. This alone is hardly major news. After all, LiveRamp sells its cookieless identity products to all the major holdcos.  But Ad Age also reports that Publicis execs were “exploring” the idea […]

Don’t ask whether any other company has created a similar product to yours; the answer is probably yes. But there are other ways to stand out.

If there’s one thing Disney knows how to do well, it’s brand-building. Now, the massive media conglomerate is developing new tools specifically designed to help its advertising clients do the same.

NBCU is testing agentic systems that can automatically activate campaigns across its entire portfolio – including live sports on linear.

Publishers can reach relevant audiences at scale and with greater specificity through Optable’s new planner agent.

The generative AI trend generated endless hot takes this year, but the ad industry also had plenty to say about growing competition between DSPs and SSPs. Here are AdExchanger’s top 10 most popular guest columns of 2025 and why they resonated.

Private equity finds ecommerce publishers aren’t worth what they used to be; Salesforce rethinks its faith in agentic AI; and CBS News accidentally encourages people to pirate its content.

Jay Richman, Amazon’s VP of product and technology, on how AI-generated ad creative can still stand out at scale without becoming generic or too samey samey. Plus: The risks brands face if they wait too long to embrace AI.

On Tuesday, Infillion launched fully agentic media execution platform built on MCP, marking a shift from the programmatic to the agentic era.

Instacart tried dynamic pricing for groceries; AI companies aim for an open-source agentic AI standard; and Tinder digs into users’ camera rolls for data.

When it comes to complex techniques like media mix modeling, the field is awash with false promises about the benefits that AI can offer.

The IAB Tech Lab’s latest framework proposes new standards for containerization and sets the stage for a fully agentic media buying process.

AI tools are – for better or worse – infiltrating every step of the advertising journey, from creative and planning to execution and measurement. At the same time, some consumers are becoming increasingly skeptical as they question the authenticity and human touch of the content they encounter. “There is a lot of negative backlash against AI-generated content […]

Lesser-known browser Brave comes out of the woodwork; agentic chatbots require new ad practices; and private equity can endanger both brands and publishers.

Innovid’s new open orchestration layer aims to connect data and tech throughout the advertising process, breaking down fragmentation and silos.

Jeff Cohen, Skai’s new chief business development officer, unpacks why the smartest retailers and brands are already connecting the data dots and rethinking their playbooks for the AI era, even though the shopping bots aren’t quite there yet.

Meta is profiting from fraudulent ads; LLMs are taking advantage of SaaS pricing policies; and agencies aren’t going under… yet.

LiveRamp’s gift could make IAB Tech Lab’s AI consent model workable; Spotify hypes video podcast growth and nabs a bigger ad margin; and Coke launches another AI holiday ad campaign.

It won’t fail because the protocol is bad; it will fail because you’ve been sold a simplistic dream – a “universal API” for ad tech – and that’s what you’re budgeting for.

My Marketing Pro has set out to automate the entire marketing process, from brainstorm to launch, via conversations with an agent.

A DSP, an SSP, an agency and a publisher walk into a room. Believe it or not, that isn’t the lead-in to a bad joke. It’s the model used by Medialive, a new AI startup that brings media buyers, sellers and vendors together to collaborate directly in a shared (digital) space. Joe Prusz, former CRO […]

Understanding where AI agents make financial sense today is the difference between building a sustainable competitive advantage and burning through your margins in pursuit of buzzwords.