"Zeta Global announced a partnership with OpenAI to integrate generative AI models into its Athena platform, positioning the product around "answer-driven" marketing workflows. The integration is designed to automate insight generation and campaign decisioning using natural-language prompts across enterprise marketing operations. Zeta Global shares rose more than 8% following the announcement, reflecting investor enthusiasm for AI-led differentiation. As with similar partnerships across ad tech, execution - not announcement optics - will determine whether the integration drives durable revenue impact."
"Yahoo unveiled agentic AI capabilities within its demand-side platform aimed at automating campaign setup, optimization and troubleshooting directly within its buying platform. Announced at CES, the tools allow advertisers to deploy Yahoo-built agents or integrate their own models into buying workflows. The update reflects a broader DSP push toward reducing manual labor and repositioning platforms as AI-native systems. Whether buyers trust agents with greater autonomy - particularly around spend and optimization - remains an open question."
"Last week saw the opening trade show of the year, with the Consumer Electronics Show hosted in Las Vegas, Nevada, and (per usual) a coterie of ad tech companies were on standby. Below is a potted roundup of the headline announcements, the wording of which (along with the causal observations of Digiday staffers), suggests the term "programmatic" may soon go the way of Privacy Sandbox."
The Consumer Electronics Show featured numerous ad tech announcements emphasizing generative AI and autonomous systems. Zeta Global partnered with OpenAI to add answer-driven workflows to its Athena platform, automating insight generation and campaign decisioning via natural-language prompts, and saw its shares rise over 8%. Yahoo introduced agentic AI features in its DSP to automate campaign setup, optimization and troubleshooting while allowing custom model integration. DSP vendors are repositioning as AI-native to reduce manual labor, raising questions about buyer trust and the appropriate control boundaries between human buyers and autonomous agents. Viant launched Outcomes, described as a fully autonomous advertising product.
Read at Digiday
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