The Era of AI-Controlled Media Buying Has Arrived

For years, programmatic advertising has been optimized for humans: dashboards, knobs, manual workflows, and layers of abstraction designed to help people keep up with machines.

That era is ending.

“The industry is ‘exiting a programmatic era’ and entering an agentic one.” – Joanna Gerber, AdExchanger.

Across agencies and brands, AI systems are quickly becoming the primary operators of media—planning budgets, setting bids, optimizing performance, and reallocating spend in real time. By 2028, more than $100 billion in programmatic spend is expected to flow through AI agents.

The question is no longer if AI will run media buying.

It’s what infrastructure those AI systems will run on.

Today, Infillion is introducing Infillion Agent Connector™—the industry’s first agent-native media execution layer, built on MCP from the ground up for AI-controlled buying.

From Human Interfaces to Machine Infrastructure

Most advertising platforms were designed for a different world. They assume a human in the loop—clicking, adjusting, troubleshooting—while AI is bolted on as a “co-pilot.”

That approach doesn’t scale.

AI agents don’t need dashboards. They need direct, transparent access to planning, bidding, optimization, and measurement—without fragmentation, lock-in, or weeks of custom integration work.

Infillion Agent Connector™ was explicitly built for this reality.

“Model Context Protocol (MCP) is an open-source standard that connects AI systems to outside sources, like data warehouses and analytics platforms. The Agent Connector provides an MCP so LLMs and AI agents can work across Infillion’s APIs without requiring an API-to-API connection.” – Joanna Gerber, AdExchanger.

It replaces UI-first workflows with a machine-operable execution layer, allowing any AI system to plan, buy, and optimize programmatic media directly through a single, open interface.

No retrofitting. No proprietary co-pilots. No closed ecosystems.

Open by Design, Agent-Native at the Core

As AI adoption accelerates, the industry is splitting into two paths:

• Closed ecosystems, where AI is tightly coupled to a single platform
• Open execution layers, where agencies and brands bring their own intelligence and orchestrate media across systems

Infillion is firmly committed to the open model.

The Agent Connector is AI-agnostic by design. Any AI—commercial, custom, or internally built—can connect via Model Context Protocol (MCP) and begin operating immediately.

As Simon Asselin, Infillion’s Chief Technology Officer, puts it:

“Agencies want one AI command center orchestrating everything—not a different co-pilot for every DSP. The winners in this shift will be infrastructure players that let you bring your own intelligence, without fragmentation or lock-in.”

This is infrastructure built for choice, not dependency.

What AI Agents Can Do on Infillion

Infillion Agent Connector™ spans the full media lifecycle, exposing each capability as a composable, machine-operable module:

• Campaign Planning: budget allocation, pacing, flighting
• Identity & Audiences: cross-device graph, deterministic IDs, first-party onboarding
• Creative Management: asset libraries, dynamic creative optimization, testing
• Real-Time Bidding: bid strategies, inventory access, supply management
• Optimization: ML-driven bidding, pacing, and goal-based decisioning
• Analytics & Reporting: performance data, attribution, cross-channel insights
• Supply & Inventory Access: premium, fraud-filtered inventory via deep SSP integrations
• API Efficiency: reduced token usage and lower operational overheadv

Each component can operate independently—or be orchestrated together by AI agents for fully hands-free execution at scale.

“Within the connector, AI agents can communicate with each other and handle the full cycle of a campaign, from campaign planning and budgeting to targeting to analysis. One agent’s output, like a curated audience, becomes the input for another, such as a media execution agent targeting that audience.” – Joanna Gerber, AdExchanger.

This is what agent-native media buying actually looks like.

Built for How Agencies Are Investing Now

Leading agencies are already building unified AI control centers—central intelligence layers that coordinate execution across partners and platforms.

What they need isn’t another black box.

They need open, API-first execution infrastructure.

As Mansoor Basha, CTO at The Marketing Cloud, explains:

“Our architecture depends on open standards. We send campaign parameters, partners execute, and results flow back into our intelligence layer. Infillion’s agent-native platform fits exactly into that model—true interoperability without fragmenting our command center.”

Infillion Agent Connector™ was built to plug directly into this future.

A Calm Foundation for a Fast-Moving Future

AI-controlled media buying will move faster than any previous shift in advertising. The platforms that succeed won’t be the loudest or flashiest—they’ll be the ones that machines can actually operate.

“Do you warehouse your data in Snowflake, use a third-party solution for identity data and then another vendor for marketing attribution? Keep doing what you’re doing, wherever you’re doing it…That’s composability.” – Joanna Gerber, AdExchanger.

Infillion Agent Connector™ is not a promise about the future.

It’s infrastructure for what’s already happening.

Open. Composable. Agentic.

See how agent-native execution works across planning, buying, and optimization with a live demo of Infillion Agent Connector™.