Agentic advertising expands into interoperable omnichannel infrastructure

Magnite's Orchestration layer, Vibe's agent-accessible CTV platform, and Wurl's signal-rich CTV infrastructure broaden the agentic stack beyond DSP automation into interoperable supply, contextual signals, APIs, MCP, and cross-channel execution. Google adtech remedies may further improve access and interoperability for independent infrastructure, though implementation and appeals remain open. Governance, deterministic execution, privacy, attribution, and partner-verified performance remain unresolved.