Observed Signal · Feb 16, 2026 · Webinar Recording · Source: https://triscari.substack.com/feed · Impact: 3/5 · Sentiment: Positive
Rebuilding the Media Value Chain for Agentic AI
A Quo Vadis webinar recording (published on Triscari Substack) explores how agentic AI is reshaping the media value chain. The piece highlights Google’s Q4/FY25 announcement to invest $180 billion in near-term capital expenditures and frames that as a bet on accelerated AI adoption. Discussion topics include the rise of agentic AI, the Ad Context Protocol (AdCP) and Prebid.org’s development of a Prebid Sales Agent to enable publisher-side autonomous ad management, and concerns about transparency and trust compared with the RTB era. The post also promotes upcoming industry events: Last Media Dollar Live (Feb 25, 2026) and the Advertising Economic Forum (Mar 18–19, 2026).
Discussion highlights agentic AI developments (AdCP / Prebid Sales Agent) that could alter programmatic workflows and publisher control, and references Google's $180B capex bet signaling faster AI infrastructure deployment—topics with material implications for adtech strategy and standards.
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Key Takeaways & Evidence Grounding
- Google told investors on its Q4/FY25 earnings call it plans to invest $180 billion in near-term capital expenditures.
- Prebid.org has taken over the code for the Ad Context Protocol (AdCP) to develop the Prebid Sales Agent, an open-source framework for publisher-side autonomous ad management.
- A webinar recording and discussion by Quo Vadis covers agentic AI, transparency, and media value-chain changes.
- Last Media Dollar 'Live' is scheduled for February 25, 2026 at the Roxy Cinema in Tribeca.
- The Advertising Economic Forum will be held March 18–19, 2026 with Day 1 at Horizon Media and Day 2 at The New York Times Center.
Connected Companies & Entities
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Transforming AdTech: Embracing Agentic AI's New Era
Quo Vadis published a webinar recording and accompanying commentary exploring how agentic AI is reshaping the media value chain. The post promotes two upcoming live events (Last Media Dollar Live in NYC on Feb 25, 2026; Advertising Economic Forum on March 18–19, 2026) and summarizes an interview with Andrew Mole about programmatic shifts. Key topics include Google’s announced near‑term $180 billion capex plan signaling accelerated AI infrastructure buildout, the Ad Context Protocol (AdCP) and Prebid.org’s development of an open-source Prebid Sales Agent to enable publisher-side autonomous ad management, and concerns about transparency and trust to avoid RTB-era “lemon market” outcomes. The piece positions the agentic era as both an opportunity and a structural change in workflows, incentives, and value capture across publishers and buyers.
Revolutionizing TV Buying: AI and Agentic CTV Insights
Quo Vadis published a webinar recording and event notices focused on the evolving TV-buying landscape and agentic CTV planning. The newsletter promotes two live events in New York City: the Advertising Economic Forum (March 18–19, 2026) — a two-day program including Day 1 at Horizon Media with eight AI founder pitches and Day 2 at The New York Times Center convening ~400 senior leaders — and Last Media Dollar “Live” (February 25, 2026) at the Roxy Cinema, a live decision-making experiment. The webinar features Jules Minvielle, CEO and co‑founder of Olyzon, describing Olyzon as “The Agentic CTV Advertising Platform,” which uses AI agents to automate and continuously optimize media planning. Core pillars discussed include media-plan automation, program-level contextual targeting, and multi-format creative activation. The conversation raises industry questions about CTV data access, placement-level reporting, independent measurement, platform consolidation, deduplication versus YouTube, brand safety, and attribution.
2026: The Rise of Autonomous AI in Media Buying
Industry voices interviewed by Adzine describe 2026 as an inflection point for 'agentic' AI in media trading: autonomous AI agents are beginning to act as decision-makers that build audiences, select placements and adapt creatives in real time. Participants from Quantcast, Equativ, Adform, Revo/Love and Traffective report practical deployments in repeatable, transactional scenarios while stressing limits where strategic judgment, complex budget trade-offs and liability are required. First‑party, machine‑readable real‑time signals are highlighted as critical fuel for effective agentic workflows. Experts call for common standards and protocols (IAB Tech Lab Agentic Roadmap, AdCP, MCP) to enable interoperable agent-to-agent interactions, evaluation and accountability. The consensus forecasts growing agentic automation in operational programmatic tasks in 2026, but a hybrid model retaining human responsibility and oversight for strategy and governance.
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