Can You Vibe Target in the Outcomes Era?

"It seems the era of agentic advertising has officially begun. With the launch of Ad Context Protocol, AI-powered ad trading is no longer a novelty - it's a paradigm shift. It's strange, because I had thought we were in the 'outcomes era'. In fact, 'outcomes' are a currency, and AI is a technology - so the two eras can exist simultaneously. But what does this look like?"

"Vibe targeting, as conceived by Brian O'Kelley and explored by Shirley Marschall, is all about finding audiences to advertise to, but with a general feel of who they should be, rather than specifics. Vibes are the way we interface with AI, using prompts: a method of communication that retains our human desire to converse, speculate, and brain-dump, while instructing a machine to undertake an extremely complex task."

"With vibe targeting, we skip the rigid taxonomy of the DSP interface, and describe our ideal audience: their demographics, behaviours, and interests (BOK calls this our 'Brand Story' - and naturally, so does the Scope 3 interface). Then we let the DSP do the rest. Like much of the impact of AI, this is essentially replacing an antiquated interface of check boxes with a more conversational or 'vibey' one."

Agentic advertising has arrived with the Ad Context Protocol, enabling AI-powered ad trading as a paradigm shift. Outcomes remain a currency while AI is a technology, allowing both eras to coexist. Vibe coding enabled conversational, prompt-driven application development and spawned vibe targeting in ad tech. Vibe targeting specifies audiences by general feel and brand story, letting DSPs generate precise audience definitions and execute trades. The approach replaces checkbox DSP interfaces with conversational inputs, leverages cookieless audience creation and aggregated data sources, and creates a barter in which human 'vibes' and briefs are exchanged for measurable outcomes and trading efficiency.

Read at Exchangewire