Ad Tech Embraces AI To Reshape Advertising

At the March 11 Marketecture conference in New York, ad industry leaders said artificial intelligence, especially large language models and agentic systems, is reshaping how media is created, distributed, and monetized. Executives including Terence Kawaja and The Trade Desk’s Jeff Green highlighted shifts from CPM toward performance-driven models and early AI integrations such as a Trade Desk–Anthropic beta. The change could fragment markets between walled gardens and open programmatic ecosystems.