{"id":89625,"date":"2026-06-29T17:21:15","date_gmt":"2026-06-29T17:21:15","guid":{"rendered":"https:\/\/www.europesays.com\/ai\/89625\/"},"modified":"2026-06-29T17:21:15","modified_gmt":"2026-06-29T17:21:15","slug":"a-more-intelligent-advertising-ecosystem-is-on-the-horizon","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/ai\/89625\/","title":{"rendered":"A More Intelligent Advertising Ecosystem Is on the Horizon"},"content":{"rendered":"

This post was created in partnership with Taboola<\/p>\n

Key takeaways Agentic AI is shifting from automation to autonomy, but trust, transparency, and governance remain essential. Organizations need clear workflows, quality data, and ecosystems of interoperable AI tools rather than a single platform. As agentic AI pilots expand, marketers and investors will expect proof that AI improves performance and delivers ROI. <\/p>\n

From autonomizing tasks and overhauling workflow to taking over decision-making and transactions, organizations are betting big on agentic AI-powered systems and tools to level up their performance marketing capabilities.<\/p>\n

During an ADWEEK House Cannes Lions group chat co-hosted with Taboola, panelists discussed how agentic AI is flipping the script on performance marketing processes and where it could take the industry next.<\/p>\n

\"(L-R)(L-R) Omnicom Media\u2019s Jarrod Martin, Accenture\u2019s Ami PalanThe state of agentic AI<\/p>\n

Krishan Bhatia, chief business officer at Taboola, began the conversation by exploring the key attributes of impactful agentic AI in action today.<\/p>\n

\u201cThe autonomy is probably the most important aspect of delivering on the promise of AI,\u201d Bhatia said. \u201cThe whole point is that AI routinizes, or basically autonomizes, routinized tasks of RFPs and plan building and optimization in flight, and it\u2019s working.\u201d However, he noted, when it comes to governance, guardrails, and security layers, it\u2019s still a work in progress.<\/p>\n

Matt Groshong, business development director of adtech and martech at NVIDIA, said the real value of agents will come when they have agency.<\/p>\n

\u201cWhere we go with that depends on how advanced your data is that sits behind it. It depends on how comfortable you are with that transaction,\u201d Groshong explained. \u201cBut more importantly, it has to be able to describe why it made a decision. Maybe you have the ability to undo that decision, and proper transparency, so that you can get to a point where you actually trust it.\u201d<\/p>\n

\"Taboola'sTaboola\u2019s Krishan BhatiaA new perspective on process<\/p>\n

Jarrod Martin, CEO of Acxiom and chief transformation officer of Omnicom Media, acknowledged that figuring out the best way to leverage agentic automation may require some trial and error.<\/p>\n

\u201cWe think about traditional automation being very prescriptive about the steps we take in the hope that we get the outcome that we want,\u201d Martin explained. \u201cAnd an agent is where we\u2019re being very prescriptive about the outcome we want, and hoping that they can go through the right steps to get to that outcome.\u201d<\/p>\n

However, he added, there can be wide variation in the means and methods the agent uses to reach that outcome. \u201cSome of those may be very efficient, and some of those may be very inefficient,\u201d Martin said.<\/p>\n

Introducing agentic AI into your process with forethought and planning can make for a smoother transition, explained Steve Ellis, chief operating officer of Paramount Advertising.<\/p>\n

\u201cIt is very helpful if you have your process documented as it exists today, and that your data is in great shape,\u201d Ellis shared. \u201cThose things make all of this go much, much faster, but also end up much, much better.\u201d<\/p>\n

\"(L-R)(L-R) Paramount Advertising\u2019s Steve Ellis, Proem\u2019s Imran Khan<\/p>\n

Finding the right combination of AI tools is important as well. Because organizations have different structures and performance marketing goals, there is no one-size-fits-all single platform.<\/p>\n

\u201cThere are different roles that so many of these agents are playing, and so you\u2019re seeing naturally in the marketplace so many of these partners actually come together and launch something unique that hasn\u2019t existed in the past,\u201d said Ami Palan, CEO of Accenture Song Americas. \u201cIt\u2019s very unique to the architecture of the particular client and what they\u2019re trying to accomplish, so very outcome-focused, and that oftentimes means multiple ecosystems.\u201d<\/p>\n

Groshong pointed out that with agentic AI, everyone is learning at the same time. \u201cThis collaborative effort across an ecosystem is how we actually get to ground truth about what something is doing,\u201d he said.<\/p>\n

\"NVIDIA'sNVIDIA\u2019s Matt GroshongNext-generation digital advertising predictions<\/p>\n

As to what a post-agentic AI marketing world might look like a year from now, Palan said she envisions it being used less for discovery and evaluation and more for decisioning and transacting.<\/p>\n

\u201cThe way that is going to be successful is when these agents can build trust with the customer, and that\u2019s going to be the way the customer feels confident that what\u2019s being done\u2014not just recommended\u2014but transacted on their behalf, is something they actually want,\u201d she said.<\/p>\n

From a business perspective, Imran Khan, founder and chief investment officer at Proem, predicted that organizations will begin looking for their ROI in the near future.<\/p>\n

\u201cAll of the companies are investing pretty significantly in AI,\u201d Khan shared. \u201cWe all see the promise of AI, and I think the next question is for that dollar that you are spending, are you getting the return that it promised?\u201d<\/p>\n

Only time will tell, but Bhatia is hopeful he\u2019ll be reporting positive results for the customers currently in beta testing with Taboola right now. \u201cI think next year I want to be sitting here and having proved it to all of those, plus some, and be operating at scale throughout our entire platform.\u201d<\/p>\n

Featured Conversation Leaders<\/p>\n

Krishan Bhatia, Chief Business Officer, Taboola<\/a> Steve Ellis, Chief Operating Officer, Paramount Advertising<\/a> Matt Groshong, Business Development Director, AdTech and MarTech, NVIDIA<\/a> Ryan Joe, Editor-in-Chief, ADWEEK<\/a> Imran Khan, Founder and Chief Investment Officer, Proem<\/a> Jarrod Martin, CEO, Acxiom and Chief Transformation Officer, Omnicom Media<\/a> Ami Palan, CEO, Accenture Song Americas<\/a> <\/p>\n","protected":false},"excerpt":{"rendered":"This post was created in partnership with Taboola Key takeaways Agentic AI is shifting from automation to autonomy,…\n","protected":false},"author":2,"featured_media":89626,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[16795,16796,179,7493,25,9613,13951],"class_list":["post-89625","post","type-post","status-publish","format-standard","has-post-thumbnail","category-agentic-ai","tag-adops-branded-content","tag-adweek-house","tag-agentic-ai","tag-agentic-artificial-intelligence","tag-artificial-intelligence","tag-cannes-lions","tag-performance-marketing"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts\/89625","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/comments?post=89625"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts\/89625\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/media\/89626"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/media?parent=89625"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/categories?post=89625"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/tags?post=89625"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}