Archive | Open Garden (en)

AI for media

French independent agencies push agentic AI into campaign setup (2 of 2)

Mar 18, 2026

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9 min read

French independent agencies push agentic AI into campaign setup (2 of 2)

Values.media, Biggie, Jellyfish, Haiku and CoSpirit are further into execution than the networks, and one of them already sells its agent layer as a licensed product.

AI for media

French media holdcos put agentic AI to work, mostly upstream of buying (1 of 2)

Mar 4, 2026

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5 min read

French media holdcos put agentic AI to work, mostly upstream of buying (1 of 2)

Open Garden asked Dentsu, WPP Media, Havas Media and Omnicom Media Group what they actually run today. Publicis Media declined, calling the subject too confidential.

AI for media

Amazon's MCP server lets agencies build a DSP campaign in under an hour

Mar 4, 2026

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4 min read

Amazon's MCP server lets agencies build a DSP campaign in under an hour

iProspect and Jellyfish tested the public beta for several weeks: one rescued a Monoprix campaign in 50 minutes, the other still sees no productivity gain.

Nicolas Jaimes

Open Media

Creator budgets move into the media plan in 2026, and buying follows

Feb 25, 2026

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3 min read

Creator budgets move into the media plan in 2026, and buying follows

The IAB puts U.S. creator economy spending at $43.9 billion next year, and more than half of it will go to paid amplification rather than to the posts themselves.

Nicolas Jaimes

CTV

Feb 4, 2026

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4 min read

Jules Minvielle (Olyzon): "We now steer CTV media planning based on how programmes resonate with a brand's DNA"

Six months after moving to New York, Olyzon's co-founder says US revenue already accounts for 20% of 2025 turnover and should match France during 2026. He explains why he refuses short attribution windows, and what his agent-to-agent activation with Swivel taught him.

Nicolas Jaimes

AI for media

AdCP and ARTF aren't competing standards – one plans, the other bids

Jan 13, 2026

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1 min read

AdCP and ARTF aren't competing standards – one plans, the other bids

Both landed within a month of each other in late 2025, both use the word "agent," and the market has read them as rivals ever since.

Nicolas Jaimes

Open Media

Nestlé tested five shared IDs on mobile, and only the deterministic one held frequency

Dec 3, 2025

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4 min read

Nestlé tested five shared IDs on mobile, and only the deterministic one held frequency

The test, run with WPP Media inside Equativ's curated marketplace, found hybrid IDs burning a quarter to a third of budget on users who had already hit the cap.

Nicolas Jaimes

Retail media

Nov 27, 2025

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5 min read

Retail media: what buyers (really) expect on transparency, standards and data

Open Garden gathered around ten media buyers – agency, independent and advertiser side – to hear what excites them and what frustrates them about retail media. Aggregated and anonymized.

Nicolas Jaimes

Retail media

Nov 13, 2025

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6 min read

Retail media faces the agentic wave: build dikes or ride it

If product discovery moves upstream into universal AI assistants, retailers lose the on-site inventory that carries at least 70% margin, and the intent signals that underpin audience extension. Two options remain: build dikes, or ride the wave.

Nicolas Jaimes