Agentic AI intelligence for advertising executives
24 stories · Updated throughout the day
GumGum shares key takeaways from Cannes Lions highlighting agentic AI as a major theme in advertising. The piece explores how agentic AI, fandom dynamics, and outcome-focused strategies are shaping conversations among advertising and ad tech leaders.
Read →CTV advertisers are gaining improved show-level performance optimization and reporting capabilities, enabling better targeting and measurement of ad performance across specific streaming content. This advancement addresses a long-standing challenge where platforms previously offered limited visibility into which shows ads ran in and their impact on campaign results.
Read →The article examines how programmatic advertising is being applied to live sports events, building on lessons from the 2024 Paris Olympics where premium live sports inventory was successfully transacted programmatically. The World Cup serves as a test case for expanding programmatic access to premium live sports, potentially widening the buyer pool and improving reach efficiency.
Read →Adelaide's attention measurement technology is now integrated into Amazon DSP, enabling advertisers to use pre-bid targeting based on attention metrics (AU score) to identify and target high and medium-attention inventory. This represents a concrete application of measurement and optimization technology within a major DSP platform to improve ad performance.
Read →Video publishers are integrating AI features into their CTV offerings to improve ad performance measurement and targeting capabilities. Publishers are leveraging data and AI to help advertisers demonstrate measurable reach and results while expanding their audience reach.
Read →Independent agencies face pressure to match holding company capabilities across omnichannel campaigns, audience intelligence, and measurement. The article argues the solution lies in optimizing workflows rather than adding more tools, suggesting agentic AI could streamline agency operations and enable smaller firms to compete effectively.
Read →A Digiday+ Research survey reveals that while marketers express interest in AI for social and retail media applications, most have not yet adopted these technologies at scale. The research indicates significant skepticism toward AI-driven ad buying solutions despite broader industry hype around AI's marketing potential.
Read →Ogury has launched SONA, an agentic AI solution designed to bridge the gap between audience planning and campaign execution. The platform leverages Persona Intelligence to improve coherence and alignment throughout the campaign lifecycle, addressing a persistent industry challenge.
Read →Adform and Adsquare have launched an industry-first implementation of the Agentic Real-Time Framework (ARTF), integrating real-world data capabilities with agentic advertising technology. This partnership enables real-time optimization and decision-making for programmatic advertising using agentic AI systems.
Read →Agentic AI is poised to transform advertising measurement by enabling real-time data collection and analysis, replacing legacy measurement systems that create information delays. This shift will fundamentally reprice the ad market by providing unprecedented visibility into campaign performance and audience insights.
Read →Measured launched an MCP server enabling marketers to query their incrementality data through conversational AI platforms like ChatGPT and Claude, turning media performance analysis into natural language interactions. This agentic AI application allows brands to optimize media spend allocation by chatting with their measurement data rather than navigating traditional dashboards.
Read →The IAB has released new industry guidelines for commerce media networks navigating an AI-driven performance landscape. The guide provides strategic recommendations for differentiation and scaling in an ecosystem increasingly powered by AI optimization and automation.
Read →StackAdapt announced new AI-powered capabilities for proactive marketing that enable marketers to plan, activate, and measure campaigns across connected channels. The platform updates focus on agentic AI orchestration to optimize campaign performance and measurement in a more autonomous, integrated way.
Read →Prog AI Live explores how the definition of premium inventory shifts in an agentic AI world, examining whether traditional quality signals like prestige publishers and high-quality video remain relevant as AI agents reshape advertiser behavior and decision-making in programmatic buying.
Read →As AI agents increasingly mediate consumer purchasing decisions, brands must ensure their value propositions are verifiable across pricing, service, delivery, and loyalty metrics. The shift from emotional brand choice to agent-evaluated criteria requires advertisers and marketers to prioritize data transparency and measurable brand promises in their go-to-market strategies.
Read →DeepIntent reports that healthcare CTV advertising delivers twice the new-to-brand prescription rates compared to general online video when paired with sequential messaging and clinical conversion tracking. The findings highlight how agentic optimization and advanced measurement approaches improve performance in specialized verticals like healthcare advertising.
Read →DoubleVerify has launched AI-powered content suitability controls for Meta Threads, enabling advertisers to automatically screen and avoid unsuitable content placements. This agentic AI capability enhances brand safety and ad performance optimization on the social platform.
Read →Channel Factory's CRO argues that traditional brand safety tools and guidelines were built for human-created content and are inadequate for the volume and sophistication of AI-generated material flooding digital environments. The article highlights a critical gap in brand safety infrastructure that advertising platforms and agencies must address as agentic AI content creation scales.
Read →ChatGPT ads represent a new advertising channel powered by LLMs, creating novel opportunities and challenges around brand safety and control. The article examines how this emerging surface reshapes the customer journey and advertising ecosystem as impressions and transactions shift from traditional web properties to conversational AI platforms.
Read →Hershey has developed an AI-enabled media mix modeling (MMM) system to optimize media investment decisions, with the company's programmatic chief indicating further agentic AI applications are planned. The confectionary advertiser is actively exploring how AI agents can inform and automate media planning and buying decisions across the organization.
Read →A State of the Industry Report examining agentic advertising adoption across publishers, advertisers, and agencies, covering investment levels, organizational readiness, implementation barriers, and business impact. The report positions agentic AI as the latest optimization approach transforming media buying and selling operations.
Read →The IAB's 2026 NewFronts event highlights the streaming and CTV marketplace's evolution toward real-time, AI-driven operations including agentic execution, creative expression, and measurement. The event signals industry recognition that agentic AI is becoming central to video buying, selling, and optimization across the digital video ecosystem.
Read →Taboola reports that 76% of advertisers are seeing improved performance from agentic AI solutions, with growing interest in deploying these capabilities across open web ecosystems beyond walled gardens. The research indicates strong advertiser adoption of AI-powered performance tools and expansion of agentic AI use cases in the advertising ecosystem.
Read →Target's Roundel launches Precision Plus, an AI-powered performance engine designed to optimize retail media campaigns for both efficiency and growth. The agentic tool leverages AI to improve audience targeting and campaign optimization within Roundel's retail media network.
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