CEO Hervé Brunet to address structural imbalance in programmatic decisioning at Prebid Ascent London

As agentic AI rapidly becomes embedded in programmatic advertising workflows, Pubstack is urging the industry to address a deeper structural issue: the imbalance of intelligence between the buy side and the supply side. Pubstack CEO Hervé Brunet will address this topic at Prebid Ascent London on March 25 during the panel session Agentic AI: Signal vs. Noise (10:00–10:30 AM).

While AI promises greater optimisation and automation, Pubstack argues that without stronger, clearer supply-side signals, automation risks amplifying existing inefficiencies rather than correcting them.

“The programmatic supply chain is structurally imbalanced,” said Hervé Brunet, CEO of Pubstack. “Decisioning power sits predominantly on the buy side. AI does not automatically rebalance that dynamic — it optimises whatever inputs it receives. If supply remains noisy and weakly expressed, AI will simply optimise noise.”

Brunet will be joined by industry leaders from Optable, LiveRamp, Experian Marketing Services and PubMatic.

The session will examine what is genuinely new in agentic AI, which long-standing constraints remain, and what publishers should realistically be doing today to prepare for real-world impact.

According to Pubstack, the next phase of programmatic will be defined by making inventory value clear and easy for buyers to evaluate, not by adding more routes to demand.

“As AI accelerates decision-making, the ability to express and structure supply-side value becomes critical,” Brunet added. “Without stronger supply intelligence, high-quality publishers risk continued commoditisation — even in a more automated ecosystem.”

Prebid Ascent London brings together industry leaders to discuss infrastructure, decisioning and the future of the open web. Pubstack’s participation reflects its broader focus on strengthening supply-side intelligence in programmatic advertising.

Attending Prebid Ascent London? Add the session “Agentic AI: Signal vs. Noise” to your agenda.