Self-serve advertising expands while governance and measurement remain bottlenecks

OpenAI, Criteo GO, RTB House, MNTN, Vibe.co, Amazon, TikTok, and other platforms are lowering barriers for SMB and agency campaign access, increasing pressure on AdsGency- and MAI-like products. Identity, policy, fraud, attribution, expertise, interoperability, and independent incrementality remain unresolved across increasingly agentic workflows.