For the past decade, most innovation in programmatic has focused on data, identity, and workflow. Today, AI decisioning is emerging as the next major battleground.

As AI moves closer to the auction, agencies, SSPs, data providers, and decisioning platforms are all evaluating where strategic value will be created in the next generation of media buying. New infrastructure now allows AI models to operate directly within the supply path, where inventory is most transparent and signals are richest, raising important questions for the entire ecosystem.

 
The discussion will explore:

 
• Why AI decisioning is moving closer to the supply side

• Whether agencies will build, buy, or partner for AI capabilities

• The evolving role of SSPs in an AI-driven ecosystem

• How data providers, agencies, and AI platforms will work together to drive outcomes

• Who ultimately captures the value created by AI-powered decisioning