Agentic Advertising: The Future of Marketing Operations

Agentic Advertising is no longer a trend. It is already reshaping how Marketing Operations works. It describes the next evolution in digital marketing: autonomous AI agents that don't just respond to prompts, but independently handle complex tasks, from planning and media buying to real-time optimization, in order to reach defined goals. It is the shift from manually managed programmatic advertising to systems that act on their own. That changes more than just the tooling. It changes the role of Marketing Operations itself: away from data collection, towards strategic control.

From our perspective at Exactag: this is why measurement and attribution matter more than ever. Agentic systems need a solid data foundation to make the right calls, or they will just make faster wrong ones. The crucial question becomes: What data logic sits underneath? And how do you know it is actually creating value?

Esther Cahn, our VP Strategy & Customer Growth, is exploring exactly these questions at the next IKM Impuls hosted by HSLU Hochschule Luzern. Together with David Porzelt, Chapter Lead of AgenticAdvertising.org, she gives a compact 30-minute overview of what Agentic Advertising really means today, and why it goes far beyond what we know as Programmatic.

Wednesday, 20 May 2026, 12:15–12:45 CEST, Online (the session is in German).

👉Link to register:

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