Marketecture: Get Smart. Fast.

ADCP in Action: Let the AIs Rip with PubMatic & MiQ

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In this Marketecture Live session, Harry Tong from PubMatic and Georgie Haig from MiQ demonstrate how ADCP and AI agents can automate campaign setup, audience discovery, supply recommendations, and media activation in seconds instead of days. They also explore how agentic workflows and open standards are shaping the future of programmatic advertising. 

Takeaways 

  • ADCP standardizes communication and workflows across the advertising ecosystem. 
  • PubMatic and MiQ demonstrated live AI-powered media buying workflows. 
  • Campaign setup times were reduced from days to seconds. 
  • MiQ reported up to 98% time savings in campaign setup testing. 
  • Human approval and transparency remain central to agentic workflows. 
  • Existing RTB infrastructure is being augmented, not replaced. 
  • AI agents can automate discovery, setup, optimization, and reporting. 
  • Open standards like ADCP help scale agentic advertising collaboration. 
  • Buyers gain more visibility into fees and optimization opportunities. 
  • Early testing and experimentation create long-term competitive advantages. 

    • Chapters 

    00:00 Introduction to ADCP and Agentic Advertising 

    01:21 Harry Tong and Georgie Haig Introductions 

    02:23 What ADCP Actually Means 

    03:18 Why the Current RTB Ecosystem Needs Improvement 

    04:21 ADCP vs MCP vs A2A Explained 

    05:38 How MiQ Is Using ADCP Today 

    07:18 MiQ’s 98% Campaign Setup Time Savings 

    08:35 Overview of the Live Demo Workflow 

    10:18 Connecting Claude to PubMatic’s Agentic OS 

    11:26 AI-Powered Supply and Product Discovery 

    13:17 Audience Discovery and Signal Recommendations 

    14:39 Creating the Media Buy with AI 

    15:48 Campaign Goes Live Inside PubMatic 

    16:12 Shrinking Multi-Day Workflows into Seconds 

    16:49 Future Features and Automated Optimizations 

    18:39 Biggest Learnings from Testing ADCP 

    19:28 Will Agentic Advertising Become Mainstream? 

    20:28 Final Thoughts on the Future of AI in Advertising


    Learn more about your ad choices. Visit megaphone.fm/adchoices

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    Marketecture: Get Smart. Fast.By Ari Paparo
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