Marketecture: Get Smart. Fast. Episode 160: Matthew Egol on Why We Need an AI-Specific Industry Association
14 snips
Feb 13, 2026 Matthew Egol, founder of JourneySpark Consulting and leader of agenticadvertising.org, explains the push for an industry association to set standards, certification, and governance for agentic advertising. He covers AdCP’s pilot stage, Prebid collaboration, IAB alignment, AI’s Super Bowl moment, and how LLMs and agentic systems are changing planning, creative, and measurement.
AI Snips
Chapters
Books
Transcript
Episode notes
Agentic Is Broader Than Programmatic
- Agentic advertising extends beyond programmatic buying into planning, discovery, creative, and measurement across the value chain.
- ADCP acts like a nervous system above RTB, interoperating with existing programmatic systems rather than replacing them.
Govern Standards, Outsource Sample Code
- Maintain a clean separation: AAO holds the protocol and governance while partners like Prebid implement and manage sample code.
- Use governance to ensure the standard's integrity while leveraging external developer communities for implementation.
Independence To Avoid Capture
- AAO chose independence to avoid perception of capture and to represent a broader set of participants beyond a seller-focused trade group.
- The organization intentionally designs governance to balance brand, agency, publisher, and tech interests.
