Autonomous Ad Buying Just Ain’t Ready Yet; A CMO By Any Other Name

An AdExchanger article covering the conference quoted Oleg as saying, “Having agents talking to each other at scale across all campaigns? It’s just not realistic” (which Korenfeld later clarified to mean “not realistic yet”). “But I’d actually be very curious to hear what Tony Katsur would say.” According to AdExchanger, in another panel featuring Tony Katsur, CEO of the IAB Tech Lab, Tony said that although the Tech Lab has been “busily ‘agentifying’ its standards and developing frameworks to help agents transact programmatically,” Tony shared a pragmatic point of view that aligned with Oleg’s. Tony agreed that the industry is “not there yet” for end-to-end campaign execution, concluding that while agentic AI is ready “for simple things, yes, but there’s still a lot of work to do.”