Marketing tech
fromDigiday
2 days ago'That is an objective': Omnicom tests AI agents to cut out the ad tech middlemen
Omnicom is using AI agents for media buying, aiming to reduce reliance on ad tech intermediaries and streamline the supply chain.
When sustainable advertising startup Scope3 launched in early 2022, the carbon footprint of digital advertising quickly became an ad tech talking point. One of the company's co-founders, Brian O'Kelley, is often called the " godfather of ad tech," so his ideas tend to set the industry's agenda. The original thesis centered on the notion that measuring the emissions volume of online ads is the first step toward taking action to reduce them.
"The more open we are, the greater the likelihood that we're gonna unearth matches or opportunities," said John Koenigsberg, emphasizing the value of transparency in attracting tech partners.