Even in the age of AI, dashboards remain essential to how marketers interact with DSPs and plan their advertising campaigns.
By announcing its Ivy Studio advertising hub today, StackAdapt presented a vision of the future of advertising, where AI agents help marketers transform business goals into business results.
Ivy Studio builds on Ivy, StackAdapt’s AI engine, and uses agents to help marketers analyze advertising context, discover opportunities, recommend actions, and execute work from a unified hub.
Even today, most advertising platforms rely on reactive workflows, requiring users to navigate dashboards, reports, and interfaces before taking meaningful action. StackAdapt believes that differentiating AI agents in the advertising space will come from how their marketers work with them to understand advertising, not just their existence.
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A paradigm shift for adtech and DSPs?
Adding AI interfaces to software platforms is not new. But dashboards and reactive decision-making are so ingrained in the way marketers work with DSPs that StackAdapt is looking to downplay dashboards and prepare its platform for a world in which marketers (and many others) will interact with software through agents rather than traditional user interfaces like dashboards.
Instead of digging through menus and reports, StackAdapt will communicate with an agent designed to understand digital advertising. While this isn’t revolutionary, it leaves some space between what StackAdapt offers marketers and what marketers can do by bringing together their advertising data and the commercially available LLM of their choice.
Over the past 10 to 15 years, marketers have seen the rise of campaign management systems, then marketing operating systems, and now agent marketing platforms. But marketers’ time remains scattered across multiple platforms, including social platforms like LinkedIn and Meta, programmatic tools like Google Ads, data tools like Tableau and Looker Studio, and martech applications like their CRM and CDP.
Ivy Studio’s natural language interface isn’t as engaging as it would have been a few years ago. StackAdapt’s differentiator will be how the tool translates these natural language goals into real-world results. If it works, StackAdapt will have a leg up on its competitors, at least for now.
The position StackAdapt rethinks DSPs for the post-dashboard world appeared first on MarTech.
