The agentic web meets the digital ad ecosystem

AI and ML have a number of uses in digital advertising, some of which fly under the radar.

By ,
Head of Content & Media
Published on April 1, 2026 • Last updated on April 1, 2026 • 2 minutes read

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    Adtech vendors were among the early adopters of machine learning, using it to help optimize campaign performance over the past decade. Social media platforms use AI to help build creative units.

    But there are a number of use cases for AI and agents in the advertising ecosystem, including audience research and insights, which are flying under the radar but hold tremendous potential for both advertisers and publishers. 

    In this episode of Conversations with MarTech, we’re talking to Karim Rayes, chief product officer at programmatic advertising platform Nexxen, about how the ad ecosystem uses AI now and how it will use it in the future.

     Episode guide

    1:12: Meet Karim Rayes
    1:58: What do we mean by the term “agentic web?”
    3:10: Where are companies capitalizing on AI in the advertising ecosystem?
    5:45: What’s an under-the-radar use of AI in advertising?
    7:51: Will we see more complete AI ecosystems in advertising moving forward?

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    Mike Pastore
    Head of Content & Media

    Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech Conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech, creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.

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