Ad Tech Limits LLMs From Spending Ads

At the Consumer Electronics Show last week, ad tech executives and platforms described large language models as accelerants for planning, setup, and reporting but said they should not autonomously spend ad dollars. Speakers and vendors cited technical mismatches with low-latency programmatic auctions, flawed bidstream data, and accountability concerns, prompting investments in orchestration, infrastructure and deterministic bidding logic while retaining human approval.