As agentic AI moves closer to real-world adoption in advertising, the biggest challenge may not be the intelligence of the models themselves, but the infrastructure connecting the ecosystem. In The Media Leader, PrimeAudience VP Product Mateusz Rumiński explains why interoperability, flexibility and stronger technical connections will be essential.
Mateusz looks beyond the hype surrounding autonomous AI agents and asks whether today’s programmatic infrastructure is ready to support them. As AI becomes increasingly involved in media planning, optimisation and execution, fragmented data and disconnected platforms could become a major constraint. Rather than waiting for one universal standard to emerge, Mateusz argues that advertisers should prioritise open architectures, interoperable platforms and strong technical partnerships that can evolve alongside the technology.
Read the full article on The Media Leader
