Adtech

Agentic systems are poised to lower the cost of cross-platform media buying — and turn always-on experimentation from a luxury into a standard operating model.

As third-party cookies fade and privacy expectations rise, contextual advertising offers a durable alternative — reaching the right customer at the right moment without tracking them.

Precision was the promise. Scale, privacy, and fragmentation are making it obsolete. The marketers who adapt first will define what comes next.

Thirty-seven percent of TV producers now use AI to identify stories to cover. For brands still pitching the old way, the window to catch up is closing fast.

In the zero-click era, ranking on Google is no longer enough. The question is whether AI will reference you at all.

AdCP aims to standardize how AI agents buy and sell ads. But can the industry align long enough to make it work—or will it be another acronym that fades?

In-store media is redefining retail. With screens, sensors, and data, physical stores are turning into performance channels that rival digital for ROI.

As walled gardens tighten control, ad tech’s future may hinge on cloud-powered curation—real-time, data-driven packaging that helps the open web compete.

Europe’s new Digital Omnibus could end cookie fatigue, reshape AI data rights, and centralize enforcement—marking a seismic shift for the adtech industry.

At Advertising Week, AI met accountability and marketers made a case for simplicity. The industry may just be growing up—and getting smarter.