In AI We Trust: The Future of AI Advertising, Agentic Ad Tech & Measurement

Can advertisers truly trust AI to transform the future of digital advertising?

Jeremy Bloom, CEO of Marketecture Media, sits down with Kyle Spraker, SVP of North America at Integral Ad Science (IAS), to explore the evolving role of AI in advertising. From AI-powered search and agentic media buying to measurement, transparency, and the future of the open web, they discuss how brands can build confidence in emerging technologies while driving measurable results.

The conversation also explores publisher consolidation, changing consumer behavior, and the growing influence of athletes and women's sports in modern marketing.

Takeaways

AI Is Evolving Search, Not Replacing It: Conversational AI introduces new opportunities for personalized discovery, consumer engagement, and advertising.

Measurement Is Essential to AI Adoption: Standardized metrics, cross-platform measurement, and clear ROI will help advertisers confidently invest in AI-powered environments.

Transparency Builds Trust: Advertisers need visibility into AI algorithms, data inputs, and campaign performance to ensure technology delivers brand-specific results.

Agentic AI Could Transform Programmatic Advertising: AI agents may automate manual media buying workflows, reshape DSP and SSP capabilities, and enable faster campaign optimization.

The Open Web Faces New Challenges: Declining publisher traffic and potential consolidation could reshape advertiser relationships, placing greater emphasis on quality content and trustworthy measurement.

Traditional Marketing Funnels Are Changing: AI-driven discovery is blurring the boundaries between awareness, consideration, and conversion, encouraging more customized measurement strategies.

Sports and Influencer Marketing Continue to Grow: Athletes are increasingly controlling their own audiences and content, creating new opportunities for brands, particularly in women's sports.

Chapters:00:00 Introduction: In AI We Trust at Marketecture Live Chicago01:19 Is AI Advertising the Next Evolution of Search?02:13 AI Discovery, Consumer Behavior, and Advertising ROI02:52 Building Standardized Measurement for AI Advertising04:52 Measuring Performance and Marketing Outcomes06:20 Building Advertiser Confidence Through Transparency08:01 Agentic Ad Tech: The Future of DSPs, SSPs, and Media Buying09:50 The Open Web, Publisher Traffic, and Consolidation12:04 Publisher Quality, Mid-Funnel Measurement, and Trust13:14 How AI Is Reshaping the Traditional Marketing Funnel14:1