ADCP in Action: Let the AIs Rip with PubMatic & MiQ

In this Marketecture Live session, Harry Tong from PubMatic and Georgie Haig from MiQ demonstrate how ADCP and AI agents can automate campaign setup, audience discovery, supply recommendations, and media activation in seconds instead of days. They also explore how agentic workflows and open standards are shaping the future of programmatic advertising. Takeaways ADCP standardizes communication and workflows across the advertising ecosystem. PubMatic and MiQ demonstrated live AI-powered media buying workflows. Campaign setup times were reduced from days to seconds. MiQ reported up to 98% time savings in campaign setup testing. Human approval and transparency remain central to agentic workflows. Existing RTB infrastructure is being augmented, not replaced. AI agents can automate discovery, setup, optimization, and reporting. Open standards like ADCP help scale agentic advertising collaboration. Buyers gain more visibility into fees and optimization opportunities. Early testing and experimentation create long-term competitive advantages. Chapters 00:00 Introduction to ADCP and Agentic Advertising 01:21 Harry Tong and Georgie Haig Introductions 02:23 What ADCP Actually Means 03:18 Why the Current RTB Ecosystem Needs Improvement 04:21 ADCP vs MCP vs A2A Explained 05:38 How MiQ Is Using ADCP Today 07:18 MiQ’s 98% Campaign Setup Time Savings 08:35 Overview of the Live Demo Workflow 10:18 Connecting Claude to PubMatic’s Agentic OS 11:26 AI-Powered Supply and Product Discovery 13:17 Audience Discovery and Signal Recommendations 14:39 Creating the Media Buy with AI 15:48 Campaign Goes Live Inside PubMatic 16:12 Shrinking Multi-Day Workflows into Seconds 16:49 Future Features and Automated Optimizations 18:39 Biggest Learnings from Testing ADCP 19:28 Will Agentic Advertising Become Mainstream? 20:28 Final Thoughts on the Future of AI in Advertising Learn more about your ad choices. Visit megaphone.fm/adchoices