Episode 160: Matthew Egol on Why We Need an AI-Specific Industry Association

Matthew Egol, Founder & CEO of JourneySpark Consulting, joins Ari Paparo and Eric Franchi to break down agentic advertising and what AdCP means for the industry, from AI’s Super Bowl moment to standards governance, Prebid collaboration, IAB alignment, and how AI agents are reshaping planning, creative, and measurement across marketing.

Takeaways

• AI took over the Super Bowl, with roughly a quarter of ads tied to AI.
• Agentic advertising expands from buying to planning, discovery, and measurement.
• AgenticAdvertising.org focuses on standards, governance, and certification.
• Prebid runs the sell-side AdCP code while AAO drives the protocol and adoption.
• AdCP is still mostly in pilot mode, not scaled revenue.
• AI creative testing is beating traditional DCO in performance.
• LLM ads could reshape search, retail media, and content economics.

Chapters

00:00 Opening & Guest Introduction

01:29 Marketecture Live & Super Bowl Banter

03:58 Matt Egol Joins from CES

06:49 What Is AgenticAdvertising.org?

08:16 Certification & Trust

11:11 Why Another Organization?

13:43 Prebid Partnership Explained

16:08 Expanding Beyond Programmatic

18:23 Relationship with the IAB

22:30 Adoption Update: February 2026

24:08 Governance & Board Structure

26:16 The AI Super Bowl

33:47 ChatGPT Launches Ads

44:20 Amazon Content Marketplace Rumors

52:19 Closing & Sign-Off

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