Agentic AI will transform programmatic advertising by enabling autonomous buyer, publisher, and intermediary agents that negotiate and optimise across open standards.
Future of Marketing Briefing: The agentic turn inside programmatic advertising
The ad industry is rapidly creating standards (AdCP, UCP, Agentic RTB) to integrate agentic AI into programmatic systems and prevent amplified systemic failures.
Why Your First AdCP Project Is Probably Going To Fail | AdExchanger
AdCP deployments require building a distributed, asynchronous, stateful orchestration system rather than a simple API, with durable queues, retries, idempotency, and a central hub.
