Observed Signal · Dec 10, 2025 · Product Launch · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
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.
Product launch with notable clients and DSP integration; moderate-to-high industry impact.
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Key Takeaways & Evidence Grounding
- Adnami launched Agentic Curation on December 10, 2025.
- Agentic Curation adds an agentic layer to programmatic activation for fast, multi-publisher deal creation and optimization.
- Agents analyze bidstream data to gauge impression value against expected attention output.
- Product integrates with major DSPs and is powered by Sonar, Adnami's attention measurement tool.
- Early adopters include SAS Scandinavian Airlines and WPP Media, reporting positive early results.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Start.io Launches Curation+ for Agentic Campaign Planning
AdExchanger's Content Studio article discusses the fragmentation in campaign planning workflows, where moving an RFP to a live buy can take days and involve multiple teams. It argues that AI-native campaign planning, exemplified by Start.io's Curation+ (Agentic Campaign Intelligence), offers a more connected path from brief to activation. This product turns a brief into consumer insight, audience sizing, reachable supply selection, and a live curated deal delivered to a DSP. It supports the Model Context Protocol (MCP), enabling AI assistants to execute the workflow. The article highlights the benefits of evidence traveling with recommendations, audiences remaining consistent from plan to buy, and faster decision-making, ultimately promising advertisers that their approved campaign strategy will faithfully reach the market.
Adnami makes attention data available across Index Marketplaces
Adnami announces availability of attention data across Index Marketplaces, expanding its partnership with Index Exchange.
Adnami Joins Index Exchange Data Vendor Ecosystem
Adnami, a Danish ad tech company specializing in high-impact display formats, has joined Index Exchange's data vendor ecosystem. This integration enables Adnami to access Index Exchange's supply-side platform to expand its distribution and offer its premium ad formats to a wider range of publishers and advertisers. The collaboration allows Adnami to leverage Index Exchange's robust infrastructure and demand relationships, enhancing its ability to deliver high-impact, viewable advertising at scale. This move is part of Adnami's strategy to strengthen its presence in the programmatic advertising space and provide more value to its partners through enhanced monetization opportunities.
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