Key Takeaways from AdExchanger’s Programmatic I/O 2025
Just back from Programmatic I/O in Las Vegas, and let’s just say: if you weren’t talking about AI, were you even at the conference? From agentic media buying to creative curation, AI wasn’t just a buzzword—it was the main character.
Here are the trends and soundbites that stood out:
1. From Big Data to Big Imagination
David Shing (aka Shingy, Digital Prophet) kicked things off with a keynote equal parts insight and performance art. A few gems:
- “If all you want is a machine to crunch a spreadsheet, tell your boss to fire you now.”
- The future of marketing isn’t just data—it’s imagination.
- Forget “omnichannel.” It’s a damn ecosystem.
- Belonging > Broadcasting. And niche? That’s the new mass.
- Context isn’t queen. It’s the mega empress of the digital universe.
Also, the job title CMO? According to Shingy, it now stands for Complex Matrix Observer—and fewer than 5% even realize they’re using AI. Yikes.
2. AI Agents Are Here. And They’re… Helpful?
Microsoft’s Paul Longo pulled back the curtain on how AI agents are already helping advertisers. Inside the Microsoft Advertising Platform (MAP), an AI co-pilot can now explain campaign performance, assist with A/B testing, and even help generate creatives.
But what happens when AI shows up in search? As adoption skyrockets, the line between assistance and advertising is blurring. Microsoft’s solution?
- Sponsored results never impact organic ones.
- Ads are clearly labeled and relevant.
- “AdVoice” explains why you’re seeing an ad.
The payoff? 2x clickthrough rate vs. traditional search. Turns out relevant ads that people actually trust… perform better. Who knew?
3. Everyone’s an AI Expert (Just Kidding)
Cecilia Dones of 3 Standard Deviations delivered a welcome reality check: If someone says they’re an AI expert, take it with a MASSIVE grain of salt. Things are evolving too fast for anyone to claim mastery.
Her advice? Focus on outcomes, not outputs. Making a bunch of AI-generated creatives means nothing if they don’t move the needle.
Also: AI is everywhere already. Think traffic lights. Spam filters. Don’t fear the tools—learn to use them.
4. AdTech Grows Up—and Gets a Little Existential
AdExchanger’s Sarah Sluis opened with a cheeky but real assessment: AdTech is having a midlife crisis. Between cookie chaos, regulatory pressure, and consolidation, the industry is being forced to mature—fast.
Cookie deprecation? Maybe not this year. But the wake-up call worked: it’s pushing advertisers to finally address signal loss and ineffective attribution.
Now everyone’s wondering: What does an AI-powered media buying agency even look like?
5. DotDash Meredith Redefines ‘Audience Extension’
Joetta Gobell of DotDash Meredith said, forget what you thought you knew. DDM is turning its rich content ecosystem into an AI-driven powerhouse—essentially a retail media network without the retail.
Example: AI tools that help parents find recipes based on picky eaters, limited ingredients, and no time. This isn’t just extension—it’s personalized intent mapping across the web.
6. CTV is the New Hero for Small Advertisers
Katie Barrett from LG Ad Solutions showed how Connected TV (CTV) is leveling the playing field. Smaller buyers are shifting budget from linear to CTV, unlocking more efficient conversions.
New announcement: LG and Magnite are opening up the TV home screen as ad inventory. First impression, meet first-party data.
7. Privacy: CMPs Aren’t a Get-Out-of-Jail-Free Card
Daniel Goldberg of Frankfurt Kurnit Klein & Selz reminded attendees that having a Consent Management Platform (CMP) isn’t enough. Compliance requires enforcement, and recent case law confirms it.
If your privacy setup is “set it and forget it,” it’s time to rethink. [Dig deeper … Take a Look at Our CMP Brief!]
8. M&A: Tread Carefully, But Keep Shopping
Brian Andersen of Atlas Technology Group gave the lowdown on the adtech M&A landscape: economic uncertainty has cooled the market, but bold buyers might see this as their moment.
Expect consolidation, especially among DSPs and SSPs. The CDP market is also tightening—there are only so many players who can prove they’re not just .ai hype.
FINAL THOUGHT:
AI is not the silver bullet. But paired with creativity, strategy, and actual audience insight?, it’s the sharpest tool we’ve got.
If this year’s Programmatic I/O taught us anything, it’s that the future belongs to the curious, the collaborative—and yes, the agentic.
