Fraud across programmatic media buying and ad serving continues, although industry execs claim they are making efforts to prevent it through automated ad buying.

Customer data must remain with the merchant, so media buyers can understand what is being sold through agentic channels. "Merchants need to remain the merchant of record," says Scott Hendrickson, CRO of firmly.ai.

Cross-device attribution is the goal in Pinterest's plan to acquire tvScientific. But it may face challenges bringing on advertisers, although the integration has the capability to use data to scan across all devices connected to one IP address.

AI-native digital ad platform Metadata.io recently launched a new agentic ad platform that spans processes from buying to creative, running and analyzing campaigns - alongside a sponsorship with F1 Academy driver Nicole Havrda, the first female Formula Pro USA Champion, driving the campaign.

What if CPG marketers had technology to identify and track purchases for a specific product and could use that data to build something similar for lookalike audiences based on AI causal analysis?