"AI is supposed to simplify marketing tasks, not add layers of complexity."
""Simplicity, governance and interoperability are key," Gary Guarnaccia, Bayer's head of investment for ad tech, told AdExchanger. "The last thing marketers need is more complexity or closed systems.""
"On Tuesday, Innovid launched an open orchestration layer that connects data and tech throughout the advertising process. The tool, called Innovid Orchestrator, aims to break down the fragmentation and silos between marketing systems."
AI should simplify marketing tasks but many agencies and brands confront fragmented, disconnected systems that add complexity. Simplicity, governance and interoperability are essential to prevent closed systems and excess complexity. Agentic AI reduces repetitive work and increases scale but often lacks connective tissue between agents. Innovid launched Innovid Orchestrator, an open orchestration layer that links data and technology across the advertising process to break down silos. Innovid is expanding AI agents to automate ad creation, delivery, measurement and optimization. Advertisers can design campaign steps, specify agent interactions, and speed execution while reducing human oversight.
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