The article discusses the emergence of a new agentic AI protocol that is reportedly dismantling traditional programmatic intelligence structures. This new architecture is presented as fulfilling promises made to buyers regarding automated and efficient systems. The core concept revolves around AI agents taking over the function of extracting margin from programmatic intelligence.
If the article is right, the immediate effect is a challenge to the current programmatic stack: the parties that own the intelligence layer also own the margin. The ecosystem angle is that buyers have long been promised more automated and efficient architecture, and this new agentic AI protocol is presented as delivering that promise by changing who controls the workflow. What to watch next is whether this “open agent” architecture appears in more parts of the programmatic ad stack, beyond the protocol described here.
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