The advertising landscape is rapidly evolving as major players like Amazon and Google launch AI-driven solutions. On November 10, Amazon combined its DSP and sponsored ads into a singular console, enhancing campaign management with AI agents. The following day, it introduced the Creative Agent for video formats. Google followed suit on November 12, rolling out its Ads Advisor and Analytics Advisor to all English-language users, leveraging AI for personalized campaign insights. Concurrently, the IAB Tech Lab unveiled the Agentic RTB Framework, establishing standards for programmatic auctions and enhancing efficiency for autonomous systems. This shift signifies a move from pilot projects to production-ready AI that automates tasks such as campaign creation and optimization. Notably, McKinsey indicates the agentic AI market could reach $1 trillion by 2035-2040. Organizations increasingly deploy AI, though barriers in scaling and measurement persist. As advertisers navigate this evolving landscape, effective management of agentic visitors poses challenges.
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