AI isn’t sweeping through digital media in one big wave. It’s reshaping ad operations in three very different ways — evolutionary changes, true revolutions, and a whole category of “too early to tell.”

In this session (recorded at AdMonsters Austin), I break down what each category actually means for people working inside publishers, platforms, and ad-tech companies. We look at:

👉 Evolution:

Incremental changes in areas like ad serving mechanics, forecasting, segmentation, and dashboarding — where years of machine-learning investment mean AI is an accelerator, not a shock to the system.

👉 Revolution:

Where the real disruption begins — from creative generation at massive scale to workflow compression, execution agents, and client-facing automation. I also explain why protocols like MCP and AdCP matter for the next layer of advertising infrastructure.

👉 Unknowns:

The risks no one is fully prepared for yet: arms races with fraud, black-box behavior, agent-to-agent collusion, and the digital-advertising equivalent of “50 Waymos blocking a cul-de-sac.”

Whether you run ad operations, revenue operations, or sales operations, this talk will help you understand:

– Where AI will quietly streamline your world

– Where it will fundamentally change roles and workflows

– And where you’ll need guardrails, oversight, and real human judgment

If you’ve got thoughts, pushback, or examples from your own org, drop them in the comments — I always reply.

— James (“The Yield Doctor”)