Section

AI for media

Everything AI is changing in media and advertising: generative AI, agents, conversational search, automated media buying, new ad formats and evolving roles. Analysis, use cases and lessons from the field.

AI for media

OpenAI's Business Hub gives brands their first real measure of ChatGPT visibility

Nov 10, 2026

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4 min read

OpenAI's Business Hub gives brands their first real measure of ChatGPT visibility

Mentions, website clicks and conversation topics let marketers check GEO tools against actual usage, though OpenAI shares no conversations and doesn't yet measure sales impact.

AI for media

ChatGPT Ads gives French buyers more tools after two months, but context stays hidden

Nov 4, 2026

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6 min read

ChatGPT Ads gives French buyers more tools after two months, but context stays hidden

Buying partners, conversion optimization and third-party measurement have arrived, but buyers still lack controls, context visibility and some announced features, Jellyfish and Havas Market say.

AI for media

The media buyer of 2030 trades execution for judgment

Oct 14, 2026

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9 min read

The media buyer of 2030 trades execution for judgment

Agency executives Open Garden interviewed expect less setup and reporting, but a job that stays technical, where buyers still need to know the platforms they no longer run day to day.

Open Media

+1

Pubrunner wants publishers to earn less per visit, more per reader

Oct 9, 2026

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4 min read

Pubrunner wants publishers to earn less per visit, more per reader

The U.S. startup uses AI to trade off ads, subscriptions and loyalty, betting that a visit monetized less can pay off more if the reader comes back – something its pilots have yet to prove.

AI for media

ChatGPT borrows CTV's pause ads for image generation wait times

Oct 6, 2026

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2 min read

ChatGPT borrows CTV's pause ads for image generation wait times

OpenAI is also building out measurement and brand suitability controls to turn the format into a recurring line in media budgets.

Marketing effectiveness

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Marketing mix models still can't prove ChatGPT visibility drives sales

Oct 2, 2026

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6 min read

Marketing mix models still can't prove ChatGPT visibility drives sales

MediaROI and GetMint are building an exposure variable for AI assistant visibility, while Ekimetrics and m13h say the scores are too unstable and too young to model.

AI for media

Beyond the DSP: Brian O’Kelley on Apostra’s agentic advertising play

Sep 30, 2026

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8 min read

Beyond the DSP: Brian O’Kelley on Apostra’s agentic advertising play

Apostra’s CEO explains how his ad gateway vets sellers, leaves credit risk to publishers and charges five euros per proposal, and why he thinks DSPs never were a universal way to buy the web.

Retail media

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Magenta wants AI agents to run retail media buying across every network

Sep 28, 2026

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4 min read

Magenta wants AI agents to run retail media buying across every network

Datagram co-founder Dali Ben Aleya has opened his agentic platform commercially with several CPG advertisers and a media agency as early partners, betting that agents can cut the cost of spreading budgets across retailers, including the ones still running on email and Excel.

AI for media

Scope3 rebrands as Apostra to take agentic buying beyond programmatic

Sep 23, 2026

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2 min read

Scope3 rebrands as Apostra to take agentic buying beyond programmatic

The company founded by Brian O'Kelley and Anne Coghlan is now matching buy-side and sell-side AI agents, betting it can automate the deals standardized programmatic never handled well.

AI for media

Laier wants to put daily optimization back at the center of media buying

Sep 9, 2026

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4 min read

Laier wants to put daily optimization back at the center of media buying

Two former Heroiks executives have wired an agent into the ad platforms to spot optimization moves, propose them, and push them live once a buyer approves.

AI for media

OpenAI switches on ChatGPT ads in France: five takeaways from six months of buildout

Aug 26, 2026

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5 min read

OpenAI switches on ChatGPT ads in France: five takeaways from six months of buildout

In six months OpenAI has turned a $60 CPM pilot into something close to a full ad platform, but nobody has yet shown the ads produce sales that would not have happened anyway.

AI for media

IAB moves to measure AI agents' ad influence, but platforms still hold the evidence

Aug 25, 2026

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5 min read

IAB moves to measure AI agents' ad influence, but platforms still hold the evidence

Due Nov. 12, the framework has to define how to credit an ad an AI agent read on its way to a recommendation or a purchase, at the exact point where the signals between a crawl, a generated answer and a conversion stop connecting.

AI for media

AI Overviews are coming: an advertiser's homework before it hits France

Jul 15, 2026

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6 min read

AI Overviews are coming: an advertiser's homework before it hits France

Four priority moves to get ahead of Google's AI-generated answers, according to search and AI-visibility specialists

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%.

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.

AI for media

French media groups turn GEO into a product: who sells what, and at what price

Jun 3, 2026

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11 min read

French media groups turn GEO into a product: who sells what, and at what price

Seven French publishers now package generative engine optimization, with entry tickets from €10,000 to €50,000 and measurement mostly outsourced to Minddex, Meikai and Profound.

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.

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.

AI for media

AdCP, explained: what the agentic ad protocol actually changes for buyers and sellers

Jan 21, 2026

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3 min read

AdCP, explained: what the agentic ad protocol actually changes for buyers and sellers

A layer-by-layer look at what the protocol automates for agencies and publishers, and what ad tech platforms will have to build before it can work.

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.

Under the hood

+1

Under the hood: how Values.media bought its first TV campaign through an AI agent and AdCP

Jan 7, 2026

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3 min read

Under the hood: how Values.media bought its first TV campaign through an AI agent and AdCP

A Claude-based buying agent and a seller agent built by Teknalab.ai handled a €2,000 health campaign on Adtlas from brief to reporting, a first in France.

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