The rise of the “agentic era” of the digital media industry has prompted many to pose existential questions about ad tech companies, with experts arguing that they must evolve or die. As a result, many are attempting to redefine themselves.
In part, this is because demand-side and supply-side platforms are converging, a trend compounded by the emergence of agentic technologies, which question the need for some of the ad tech foundational standards, such as OpenRTB.
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