Streaming Media Connect will host a panel on November 9 featuring executives from Magnite, Vevo, Swivel, IAB Tech Lab, and Future Today to discuss the integration of agentic AI in streaming ad tech. The session will explore how autonomous agents can optimize programmatic workflows, ad-decisioning, and supply paths within the CTV ecosystem.
The shift toward autonomous agents marks a transition from manual programmatic management to goal-driven automation that can handle the high cardinality of modern CTV. By automating creative spec matching and supply path optimization, platforms can reduce the high rate of rejected creative and human error currently plaguing converged buys. This technology connects the fragmented streaming ecosystem by acting as a functional layer between disparate ad tech pipes, potentially leveling the efficiency gap between direct and programmatic sales. Watch for the adoption rate of the OpenProposal protocol as a signal that these autonomous workflows are moving from experimental phases to standardized commercial scale.
The integration of predictive targeting remains a critical component for Magnite as it scales these agentic workflows across its CTV inventory.
On November 9, executives from Magnite, Vevo, and IAB Tech Lab will discuss the role of agentic AI in streaming ad tech. This shift toward autonomous agents aims to replace manual programmatic management with goal-driven automation, reducing human error and improving efficiency in the fragmented CTV advertising ecosystem.
According to Vevo, the primary benefits include supply path optimization and the elimination of manual steps in the media buying process.
Magnite is deploying AI agents to bridge creative production with media buying, specifically for LG Ad Solutions home screen placements.
The IAB Tech Lab is exploring the OpenProposal protocol to reduce human error in high-cardinality tasks, such as linear buying and creative spec matching.
Swivel aims to use agentic technology to make premium direct-sold inventory as efficient to manage as programmatic supply.
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