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

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