Nexxen Executive Urges Open Standards for Ad Tech AI Integration

As media buying and advertising operations shift toward autonomous artificial intelligence, relying on isolated vendor ecosystems presents substantial operational risks. Open technical standards are becoming essential for agency workflows seeking to avoid architectural lock-in.

Writing for Digiday, Patricia Clark, vice president of go-to-market at Nexxen, emphasized that interoperability across automated tools will define the next phase of programmatic advertising. Clark identified emerging frameworks, such as Model Context Protocol and Agent2Agent, as foundational mechanisms for building a functional, multi-platform media environment.

## The Promise of Agentic Workflows

The industry's rapid adoption of agentic AI is expected to transform basic natural language prompts into coordinated, multi-step actions. Rather than requiring manual oversight at each junction, these autonomous systems can execute complex sequences spanning audience planning, media activation, real-time bidding optimization, and attribution measurement.

Achieving that level of automation requires proprietary agency tools to communicate securely with third-party demand-side platforms and disparate data sets. Clark highlighted that connecting fragmented supply paths and operational databases is turning from a technical preference into an urgent business mandate for agency teams.

For major studios and entertainment marketers managing high-velocity cross-platform campaigns, Hollywood Tomorrow notes that the demand for open standards reflects a broader pushback against walled gardens that restrict data portability and drive up software overhead.

While cross-system interoperability resolves critical pipeline bottlenecks, Clark cautioned that technical connectivity alone cannot serve as an entire corporate AI roadmap. Agencies must balance structural flexibility with distinct proprietary development to maintain a competitive advantage.