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 measurement. And as agentic AI develops, a natural language request could become a coordinated, multi-step workflow spanning different data, media and technology platforms.
It’s one of many reasons interoperability matters, as agencies shouldn’t have to choose between flexibility and innovation, nor should they be locked into a single provider’s architecture. Open standards, like model context protocol and Agent2Agent, point toward a more unified ecosystem, where an agency’s own tools and AI agents can work securely with other external DSPs. And in advertising, where campaigns already span multiple systems, data sources and supply paths, the ability to connect those systems is fast becoming an operational mandate.
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