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Sell-Side Innovation – Wie KI-Agenten die Angebotsseite verändern könnten

AI Agents Transform Sell‑Side Advertising

An ADZINE SPOTLIGHT webinar examined how AI agents and agentic systems are beginning to reshape the sell‑side of the digital advertising market. Speakers from Equativ, Gotom and United Internet Media discussed prototypes and use cases: Equativ is developing specialized agents for planning, trading, creative and optimisation tasks in programmatic workflows; Gotom showed a Sales‑Agent prototype that turns commercial briefings into offers and bookings for direct I/O business; and United Internet Media presented a first‑party data clean‑room approach to create deterministic target groups (NetID, ID5, EUID, Mobile IDs) on the sell‑side. The discussion highlighted new protocols (Model Context Protocol / MCP and Ad Context Protocol / AdCP), the continued role of OpenRTB for real‑time auctions, and the infrastructural requirements publishers must meet (machine‑readable product/catalog data, structured conditions, accessible interfaces) to be reachable by buying agents.

Open Web's Path: Embrace Standards for Growth

Ahead of ADZINE CONNECT 2026, industry leaders discussed how the Open Web can remain competitive with Walled Gardens by leveraging its strengths—transparency, contextual quality and cross-publisher control—while addressing technical and measurement gaps. Speakers argued Open RTB works well for single-impression programmatic trading but does not cover many premium, private-deal and direct-booking use cases. Measurement (notably attention metrics and cross-platform frequency capping) and fragmented standards for contextual targeting, identity and creatives are cited as key obstacles. Proposed remedies included new abstraction layers around campaign goals, allowing external measurement in closed platforms, adoption of deterministic identity where applicable, and protocols such as the Ad Context Protocol (AdCP) and agentic systems to reduce complexity.