The Other Side of the Screen

How is agentic AI changing digital advertising, and why is interoperability essential to the future of ad tech? In this episode of The Other Side of the Screen, Emily Ray, who leads Yahoo’s DSP business development team, joins host Ziggy Zografakis to explain how AI agents, advertising technology partnerships, and connected ecosystems are transforming campaign execution and media optimization.

Emily explores Yahoo’s Agent Network and its partnership with Innovid, including how integrations between AI agents and advertising platforms can simplify creative trafficking, audience activation, and campaign workflows. She discusses how data, identity, and real-time intent signals can help AI agents improve advertising performance, particularly in environments where traditional identity-based targeting is limited.

The conversation also examines the challenges of fragmentation as brands, agencies, and ad tech companies develop specialized AI agents. Emily explains why connecting these agents across platforms is critical to creating more seamless experiences for advertisers—and why human oversight, strategic thinking, and trust will remain important as AI-driven automation evolves.

What is agentic AI in advertising? Agentic AI uses AI agents to help perform tasks and coordinate workflows across advertising technology platforms, from audience targeting and campaign creation to creative activation and optimization.

Why does interoperability matter in ad tech? Interoperability allows AI agents and advertising platforms from different providers to work together, helping reduce fragmented workflows and making campaign execution easier for advertisers.

How are Yahoo and Innovid working together? Their partnership includes an integration with Yahoo’s trafficking API designed to streamline creative trafficking and support more seamless advertising workflows.

FAST isn't just growing; it’s changing how audiences discover and consume TV.

In the debut episode of The Other Side of the Screen, host Ziggy Zografakis welcomes Eli Zang of Xumo to discuss the rise of FAST, the convergence of linear and streaming, AI-driven personalization, and what advertisers need to understand about today's viewing experience.

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