As artificial intelligence reshapes how advertising campaigns are planned and executed, new infrastructure is emerging to support fully autonomous media operations. Infillion has announced the launch of Infillion Agent Connector, introducing what the company describes as the industry’s first agent-native media execution platform designed specifically for AI controlled programmatic buying. The move marks a significant moment for the MarTech ecosystem as agencies and brands increasingly invest in centralized AI command centers rather than fragmented tools.
Infillion, known as the architect of ad tech’s first composable media buying platform, said the new solution allows AI systems to directly plan, buy, and optimize programmatic campaigns without relying on manual user interfaces. Built as a full stack execution layer, Infillion Agent Connector is designed to support autonomous decision making while remaining open and interoperable. This approach aligns with how modern marketing organizations are deploying AI across planning, activation, and measurement.
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Industry data aggregated from Gartner and WARC suggests that by 2028 more than one hundred billion dollars in programmatic ad spend could be managed by AI agents. According to Infillion, this shift is creating a divide between closed proprietary ecosystems and open execution layers that allow agencies to deploy their own AI models. The company is positioning its agent-native media execution platform firmly in the open category, emphasizing flexibility and interoperability.
“AI agents are becoming the operators of programmatic media, and agencies want one AI command center orchestrating everything, not a different co-pilot for every DSP,” said Simon Asselin, Chief Technology Officer at Infillion. “This is the Netflix-versus-Blockbuster moment for ad tech. The winners in this shift will be infrastructure players; agencies and brands can bring their own AI to—without fragmentation, friction, or lock-in. That’s why we’ve built an open, agent-native infrastructure layer.”
Unlike traditional demand side platforms that have added AI features over time, Infillion said its platform was engineered from the ground up for machine driven execution. Through integration with Model Context Protocol, AI systems can connect instantly and begin operating campaigns across Infillion’s unified execution environment. The platform spans the entire media lifecycle, from campaign planning and identity resolution to bidding, optimization, and analytics.
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The open architecture has already attracted interest from technology partners building their own AI orchestration layers. “We’re building a unified MediaAI orchestration layer that can connect to any execution system through open standards,” said Mansoor Basha, Chief Technology Officer at The Marketing Cloud. “Infillion’s MCP-powered, agent-native platform is exactly this kind of open execution stack—enabling true interoperability without fragmenting our command center.”
For marketers and advertisers, the launch highlights how agent-native media execution platforms could redefine efficiency, scalability, and control in programmatic advertising. By enabling AI systems to operate campaigns end to end, Infillion aims to reduce operational friction while improving performance outcomes.
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