Interoperability may be the future, but it cannot be an entire AI strategy
Patricia Clark, vp, go-to-market, Nexxen AI has become more than the topic du jour. It’s the topic of the year — and probably the decade — in and outside the world of advertising. For agencies, AI presents particularly compelling opportunities: less manual work, faster insights and a greater ability to connect planning, activation, optimization and […]
Interoperability is increasingly seen as a crucial aspect of AI strategy in the advertising industry. Patricia Clark, VP of go-to-market at Nexxen AI, emphasizes that AI has become more than just a buzzword, but a strategic priority for the advertising world in 2023 and beyond. For advertising agencies, AI offers significant advantages, including reduced manual labor, quicker insights, and enhanced capabilities for planning, activation, optimization, and measurement.
As agentic AI continues to evolve, it is expected that agencies will be able to utilize natural language prompts to orchestrate complex, multi-step workflows across various data, media, and technology platforms. This level of automation is made possible through interoperability, which ensures that agencies don't have to compromise between flexibility and innovation.
To foster a more unified ecosystem, open standards such as Model Context Protocol and Agent2Agent are gaining traction. These standards enable agencies' own tools and AI agents to securely interact with external demand-side platforms (DSPs). Interoperability is becoming an operational necessity in the advertising landscape, given that campaigns often involve multiple systems, data sources, and supply paths.
As a result, the ability to connect these disparate systems is becoming a critical operational requirement for advertising agencies.
Written by urgent.news from Digiday's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
