💼 Streaming Advertising's Shift Toward Agentic AI
The industry is moving from predictive AI to agentic workflows capable of autonomous task execution, including negotiations between buyers and sellers and content management via LLMs. IAB Tech Lab has introduced AAMP protocols to standardize this process through Model Context Protocol (MCP) and gRPC.
🌍 The transition to agentic systems allows for the automation of complex media planning and negotiation cycles, transforming static spreadsheets into living systems for managing advertising inventory.
👤 Thanks to MCP (Model Context Protocol), interacting with complex advertising systems will become possible through natural language: users will be able to assign tasks to agents such as "Find scenes in movies suitable for car advertisements."
Source 1: https://www.streamingmedia.com/Articles/ReadArticle.aspx?ArticleID=175405