Agentic AI Is A Shiny New Object, But Supply-Path Optimization Is A Reality Check

Friday, August 14th, 2026 – 1:30 am

Andrea Kwiatek is speaking at AdExchanger’s Programmatic IO conference in New York City on September 28–29. If you haven’t grabbed your ticket yet, you can secure your seat here.

The ad industry is infatuated with AI. But its less sexy counterpart – supply-path optimization (SPO) – is still a hot topic, too.

AI can add more operational efficiency to the media buying process. At the same time, AI represents yet another way to buy media in a landscape that’s already rife with friction and fragmentation. Those additional hops in media buying are the pain points SPO strategies aim to solve for in the back-end.

Agentic AI Is A Shiny New Object, But Supply-Path Optimization Is A Reality Check | AdExchanger

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