Notes on digital advertising, adtech, data and AI agents, from both sides of the market.
In Amsterdam, Raphael Stuyck joined Piano and Ads&Data on stage to show how IPM Group uses a private language model and Piano Audience to target campaigns, and why a person still validates every recommendation.
Agents no longer just answer: they plan, call tools and act. For a publisher, the real work is not a chatbot in front of the ad server, but a stable business layer that any agent can use.
European digital advertising grew 10.5% in 2025 and Belgian media keep 79% of media investment. Nobody can yet measure how much will be bought by agents, so we work with three scenarios.
When media planning starts in an assistant or a buying agent, an offer that people know well can stay invisible to machines. Seven levels to work through, and what to keep private.
A language model should never hold credentials that let it change the ad server, an SSP or the CRM. Three planes, an advertising API and a policy engine keep agents useful and under control.
An agent can give a convincing answer that is simply wrong when “impression” or “revenue” means three different things. The first step towards agents is a shared dictionary of metrics.
Revenue is 18% below expectations at 10:30. A good agent does not guess “CPMs are down”: it tests every cause with evidence. A first use case that creates value while staying read-only.
Whether you sell media, buy it or build the technology in between, write to us and we’ll get back to you.
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