"Programmatic vets are building startups of interlocking AI agents or companies focused on categorizing every piece of video content using AI. Agencies are integrating AI into their processes, hoping to improving client performance. And publishers are seeing traffic decline as they weigh how to pursue licensing models with AI companies. At Programmatic IO New York, it was clear the industry is in roll-up-its-sleeves mode, experimenting with how to use AI to drive results."
"On stage Monday, Gartner's Nicole Greene warned marketers that many AI technologies are entering what the consultancy terms the "trough of disillusionment." This downward slope is where the early wins fade and skepticism creeps in. It's where the hard work begins. Our editorial team gathered for a live podcast at the end of Programmatic IO in New York. Measurement, too, popped up across the conference as where marketers look to tune their media investment."
AI replaced cookies as the dominant topic across programmatic gatherings, driving startups that build interlocking AI agents and firms that categorize video content. Agencies are integrating AI into workflows to try to improve client performance, while publishers face traffic declines and consider licensing deals with AI companies. Conference participants are actively experimenting to apply AI for measurable results. Gartner warned many AI technologies are entering a trough of disillusionment where early wins fade and skepticism grows, requiring sustained effort. Measurement and media mix modeling are being used to recalibrate attribution as signals blur, and regulators are increasing scrutiny of SSPs and data practices.
Read at AdExchanger
Unable to calculate read time
Collection
[
|
...
]