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Adnami Launches Agentic Curation for Optimized Media Buying

Adnami today announced the launch of Agentic Curation, a product that adds an agentic layer to its programmatic activation to create custom publisher deals and optimize campaigns at scale. The system continuously analyzes bidstream data to assess the value of each impression relative to its expected attention output, enabling fast, multi-publisher deal creation across formats and markets and data‑driven optimization with reduced human bias. Agentic Curation integrates with major DSPs and is powered by Sonar, Adnami’s attention-measurement tool providing real-time data and attention reports to fuel ongoing optimization. Early adopters SAS Scandinavian Airlines and WPP Media reported strong early results. SAS’s Artie Rudnik praised speed and data-driven decision-making; Patrick Østergaard of WPP Media highlighted attention as a crucial metric beyond viewability. CEO Simon Kvist said the solution addresses workflow inefficiencies and campaign effectiveness, aligning with Adnami’s focus on attention‑optimised formats and real-time analytics to improve ROI.

Martech Landscape Soars: 100x Growth Fueled by AI

The 2025 Marketing Technology Landscape reports the martech market grew 9% year-over-year to 15,384 solutions across 49 categories, representing roughly 100x growth since 2011. The update notes continued emergence of AI-native products, concurrent consolidation of earlier-generation vendors, and a rapid expansion of custom-built apps and automations (the "hypertail") enabled by low-code/no-code platforms and generative AI. The authors evaluated 11,133 new candidates this year, qualifying 2,489 and removing 1,211 entries from the prior year (an 8.6% churn). Subcategory trends include SEO rising 24% (from 212 to 262 products). Survey findings show shifts in which platforms teams consider central to their stacks (CRM/MAP still central in B2B; CDPs declined in B2C/hybrid while cloud data warehouses and engagement platforms rose). The full State of Martech 2025 report is available free and ungated.

Publishers Can Take The Power Back – Here’s How

A Sell Sider column by Jonathan Moran (Global Product Marketing Manager, SAS) argues that publishers must reclaim control over data and advertising as third-party cookies fade away. With privacy pressures rising, the piece advocates leveraging first-party data and zero-party data via customer data platforms (CDPs) to strengthen trusted relationships with readers, viewers, and subscribers. It outlines a three-pronged approach: (1) prioritize first-party data and integrate zero- and identified-user data; (2) deploy a stand-alone first-party ad server connected to sell-side and demand-side platforms to control partnerships and prioritization; (3) carefully select ad-tech partners to align with publisher strategy. The article also highlights the convergence of marketing and ad tech, the need for open monetization frameworks, and the importance of alternatives to Big Tech. Overall, publishers can regain trust and value by delivering tangible data benefits to consumers.