Agentic Advertising Is Here — But How Can AI Better Support Marketers?

Marketers are under more pressure than ever to make every dollar work harder — and AI promises to help. But AI-driven media buying is only as effective as the quality of the data, signals, and media behind it.

That’s why advertisers are moving upstream — working more closely with SSPs and closer to where media is sourced. Brands that make the move gain greater control, stronger signals, improved brand safety, and more confidence that their budgets are driving real impact.

This session moves beyond the hype to explore how marketers can apply AI-driven tools today to improve targeting, measurement, and efficiency. Learn how a stronger supply-side foundation can help advertisers unlock more value from the technology they already have.

What You'll Learn:

• How stronger supply-side signals and cleaner inputs can improve AI-driven buying and media performance.
• Why moving closer to the source of media gives advertisers greater transparency, control, and efficiency.
• Practical ways brands can build a stronger foundation for testing, measurement, and agentic advertising.
• How marketers can apply AI in ways that drive real results — not just hype.