• by Laurie Sullivan , Staff Writer, 5 hours ago

A little-known company, except among B2B marketers, has at least five AI-related patents and a big responsibility.

AI-native digital advertising platform Metadata.io recently launched a new agentic ad platform that spans ad creative and campaign processes, from media buying to creative to running and analyzing campaigns.

It launched this alongside a sponsorship with F1 Academy driver Nicole Havrda, the first female Formula Pro USA Champion. Similar to her car, Havrda drives the sponsorship campaign.

Speed, precision, and innovation are behind the company's partnership with Havrda on the racetrack and in digital advertising. 

Havrda believes racing and marketing share the same foundation -- data, precision and continuous optimization. She chose to work with Metadata because its "technology perfectly captures that energy.”

Traditionally, launching a new, multichannel B2B marketing campaign can take weeks, and sometimes months. MetadataONE has seen its clients' timeline to launch a campaign shrink from weeks to hours.

Lisa Sharapata, vice president of AI & GTM Strategy at Metadata, said a marketer can now describe the campaign they want to run in a text prompt. For example, "Launch a campaign targeting VPs of Marketing at SaaS companies in North America with our new case study, and optimize for pipeline."

"This is possible now," she said. "AI agents create the entire setup and launch the processes required, autonomously. Instead of a human manually checking performance and reallocating budgets, agents do it in real time, any time of day."

Theoretically this means less wasted ad spend and a higher ROI. (I'm waiting for a company, any company, to enable voice prompts.)

"The hours and days spent on manual campaign setup, ad creation, and platform-specific tweaks are virtually eliminated with agents," Sharapata said. "It frees up marketing teams to focus on high-level strategy, creative thinking, and customer engagement, rather than being bogged down in execution."

With the launch of "MetadataONE," B2B marketers can now go from prompts to pipelines in one platform powered by dozens of autonomous AI agents that analyze data, generate creative, build and target audiences. It also deploys and optimizes campaigns on any large language model (LLM) such as OpenAI's ChatGPT, Google's Gemini, Anthropic's Claude, and Meta Platforms' Llama.

Advertisers gain faster experimentation, smarter optimization, and measurable revenue impact, redefining what’s possible these days in digital advertising. Metadata’s agentic AI agents are called "Bid Agent," "Creative Agent," and "Analyst Agent."

Metadata's patents granted by the U.S. Patent Office includes B2B targeted advertising with feedback-based campaign optimization, B2B advertising campaign optimization using ideal customer profiles, and test campaign scoring and lead acquisition optimization.

They also support targeted B2B advertising with closed-loop audience optimization, and AI recommendation engine for B2B campaign generation using predictive analytics.

These patents are owned by Metadata, the inventor Metadata CEO Gil David Allouche.

The innovation behind MetadataONE is the result of a perfect storm of technological advancements and a fundamental shift in the B2B marketing, according to Allouche. In other words, technology reached maturity, enough to support the company's vision of a fully autonomous, agentic GTM platform. 

Three key factors have converged to make this possible today, where is was not possible in the past. The introduction of the Model Context Protocol introduced by Anthropic created a universal language for AI agents to communicate with external systems. This was the missing link. Before MCP, every integration was a custom, one-off project. Now, there's a standard, open protocol that enables platforms like MetadataONE to establish two-way connections with LLMs where marketers are increasingly spending their time.

Companies like Metadata moved beyond simple AI-powered suggestions to a new era of agentic. They can be delegated to take complex tasks like multi-step workflows or launching campaigns, and execute them independently. MetadataONE harnesses dozens of agents its engineers created inside the LLM.

And, B2B buyers are no longer following a linear, predictable path. They are doing their research in "dark channels" like private LLMs, communities, and social media, making traditional intent data less reliable. Being present and intelligent in AI native environments now give marketers a new way to reach buyers.