The Complete Feed

Agentic trading is no longer a future concept—it has already begun. As AI agents start negotiating media transactions directly, the real question isn't whether RTB disappears, but how much of advertising shifts to a new hybrid model. What happens to DSPs, SSPs, agencies, and publishers when machines can negotiate outcomes? A look at the economics, incentives, and future of programmatic advertising.

Publishers create the content, build the audiences, and bear the costs—yet often capture only a fraction of the value they generate. In this Signal & Noise exclusive, Rio Longacre and Brett House sit down with Keith Petri and Rich Hyden of Viant to explore the future of publisher monetization, identity, CTV, signal quality, and programmatic advertising. The conversation examines how publishers can strengthen their position in the digital advertising ecosystem and reclaim econ

What happens when AI stops assisting consumers and starts acting on their behalf? In this episode of Signal & Noise, Rio Longacre and Brett House speak with industry analyst Karsten Weide about the future of AI-powered advertising, agentic commerce, and autonomous media buying. The conversation explores how OpenAI, Google, Amazon, Meta, and emerging AI platforms could fundamentally reshape the digital economy and the future of the open web.

The future of marketing isn't about managing more software—it's about connecting data, intelligence, and decision-making. Scott Brinker explains how AI is dissolving the boundaries between MarTech, AdTech, and enterprise operations, creating a new operating model built around context, automation, and orchestration.

The independent infrastructure era may be ending. In this "Signal Break," we unpack one of the most consequential AdTech deals in years: Publicis Groupe acquiring LiveRamp. Joined by Bob Walczak and Krish Raja, we break down what this deal really means for identity, clean rooms, publishers, UID2, systems integrators, and the future of the open internet.

In this episode of Signal & Noise, Tracer’s Leighton Welch and Sarah Martinez explore how enterprise stacks are shifting to data-first, with the semantic layer at the core. We unpack five key trends—from warehouse-native architecture to AI readiness—and why success depends on shared, trusted data. Key takeaway: AI doesn’t fix bad data—it exposes it.