Archive | Open Garden (en)

Ed Dinichert (Criteo): "We want our Commerce Graph to become an intelligence layer accessible everywhere – from CTV to ChatGPT – and through any media buyer's tools"

Jul 1, 2026

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7 min read

Ed Dinichert (Criteo): "We want our Commerce Graph to become an intelligence layer accessible everywhere – from CTV to ChatGPT – and through any media buyer's tools"

Ed Dinichert, Criteo’s Chief Customer Officer, attended the Cannes Lions. Behind the company’s announcements about ChatGPT, curation and the launch of an MCP server lies a single strategy: turning Criteo’s Commerce Graph into a universal intelligence layer embedded across all the environments where buyers and publishers already operate.

Nicolas Jaimes

AI for media

Concord raises $3 million to build the agentic infrastructure for digital media buying

Jun 23, 2026

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3 min read

Concord raises $3 million to build the agentic infrastructure for digital media buying

The French startup wants to automate the operational layer of media buying by connecting AI agents to major advertising platforms. Already working with advertisers, holdcos and independent agencies, Concord positions its technology as an alternative to offshoring - and promises to cut campaign execution time by as much as 70%.

Nicolas Jaimes

AI for media

Prisma Media launches Adventic, its "seller agent" to automate direct deals

Jun 22, 2026

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4 min read

Prisma Media launches Adventic, its "seller agent" to automate direct deals

With Adventic, Prisma Media wants media agencies to query, plan and buy its ad inventory through an AI agent, starting with digital before extending to print. Still early, but telling about how publishers intend to take back control of agentic advertising.

Nicolas Jaimes

Open Media

Confessions of an anonymous media buyer: "The Publicis Media - The Trade Desk affair forced every media agency to justify to its clients that fee-control protocols exist... over very little."

May 27, 2026

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5 min read

Confessions of an anonymous media buyer: "The Publicis Media - The Trade Desk affair forced every media agency to justify to its clients that fee-control protocols exist... over very little."

Two months after reports that Publicis Media US had stopped recommending The Trade Desk following an unfavorable audit, Open Garden spoke to a media buyer about how he reads the affair and what it changed in his day-to-day work.

Nicolas Jaimes

AI for media

Why MCP servers are becoming adtech's latest obsession

May 20, 2026

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4 min read

Why MCP servers are becoming adtech's latest obsession

Amazon Ads, Criteo, Equativ, Adform, StackAdapt, Meta and TikTok are all opening their platforms to AI agents through MCP servers. But this does not mean agent-to-agent protocols such as AdCP or AAMP are becoming obsolete. MCP addresses a more immediate challenge: making the existing advertising infrastructure accessible to AI.

Nicolas Jaimes

Open Media

Publicis pulls off a masterstroke with LiveRamp... that is already unsettling parts of the market

May 18, 2026

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5 min read

Publicis pulls off a masterstroke with LiveRamp... that is already unsettling parts of the market

By buying LiveRamp for $2.2 billion, Publicis is no longer just adding a data asset. It is taking control of an infrastructure layer used by much of the advertising ecosystem - including its direct competitors.

Nicolas Jaimes

Retail media

Social Retail: the "world first" Unlimitail is betting on to reshuffle audience extension

Apr 20, 2026

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2 min read

Social Retail: the "world first" Unlimitail is betting on to reshuffle audience extension

Unlimitail is pushing retailer transactional data straight into social platforms' optimisation engines rather than through a third-party clean room. First rollout with Carrefour data on Meta, before Brazil and Spain.

Nicolas Jaimes

CTV

Maurits Abrahamjan (Abovo Maxlead): "Agentic let us run a CTV campaign from one single environment: our Mediavision AI platform"

Apr 8, 2026

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3 min read

Maurits Abrahamjan (Abovo Maxlead): "Agentic let us run a CTV campaign from one single environment: our Mediavision AI platform"

Abovo Maxlead connected its Mediavision AI to PubMatic's AgenticOS to automate a broad slice of programmatic buying. Data, campaigns and tools sit in one place, wired to the market through OpenRTB. The result: largely automated activation and optimisation, with claimed setup gains of 87%.

Nicolas Jaimes

CTV

Martin Lawson (Origin): "Amazon and TikTok will join our cross-media and video measurement, and we hope to have BVOD/SVOD before the end of the year"

Mar 25, 2026

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2 min read

Martin Lawson (Origin): "Amazon and TikTok will join our cross-media and video measurement, and we hope to have BVOD/SVOD before the end of the year"

Origin, the ISBA-backed cross-media measurement project, went live in the UK in July and now serves 69 advertisers. Its director details the roadmap: Amazon, TikTok, a VOD solution covering BVOD and SVOD, an API for agencies, and warming relations with broadcasters.

Nicolas Jaimes