The Agentic Era of Advertising

For two decades, publishers and advertisers have wanted the same two things: maximum yield and maximum ROI. But the path between them became congested with intermediaries, each solving a real problem at the time. The agentic shift changes the math. When an AI system is making a buying decision in milliseconds, the architecture that served human negotiation becomes a drag. In her talk Emma Newman, Chief Revenue Officer EMEA at PubMatic, maps what shifts, what doesn't, and why the supply path becomes the question everything else turns on once buying is agent-led.