Nicole LalevaOn 14th April, we hosted Agents! Innovation, Live From Europe - a two-hour virtual showcase bringing together leading players from across the European digital advertising ecosystem to demonstrate how AI agents are being put into action today.
From keynote presentations to live demos and an interactive panel discussion, the session offered a front-row seat to the latest innovations shaping the agentic AI landscape, alongside practical insights into how businesses are already deploying these technologies.
If you missed the event or would like to revisit the sessions, you can catch up on the highlights below:
We kicked off the session with a keynote presentation from PubMatic, delivered by Mohsin Pervez, Senior Director, Platform Solutions and Operations, EMEA, who also showcased the technology in action through a live demo.
The session highlighted how agentic AI is already delivering tangible impact across the digital advertising value chain, accelerating decision-making, improving efficiency, and unlocking new opportunities for optimisation. Attendees gained insight into how structured programmes and experimentation are helping organisations move from concept to implementation at speed, brought to life through real-world demonstrations.
Next, Human Security took the stage with a keynote on “Trust in AI Starts With Visibility,” presented by Moomal Shaikh, Director, Product Management, including a live demo of their approach in practice.
As AI agents increasingly operate at machine speed, the traditional distinction between human and bot traffic is becoming less relevant. Instead, the focus is shifting towards understanding behaviour and intent. The session emphasised the importance of gaining true visibility into traffic, across humans, bots, and AI agents and ensuring that data is not only accurate, but actionable.
The presentation also highlighted the need for granular controls and guardrails, enabling organisations to define who (or what) can act, where, and how, ultimately building a more secure and trustworthy ecosystem.
Plan.Net Studios then delivered their keynote, presented by Yves Bollinger, General Manager, also featuring a live demonstration. The session showcased how Serviceplan Group is rethinking AI adoption by treating agents not as tools, but as collaborators.
Attendees were introduced to Europe’s first end-to-end agentic AI stack, including a blockchain-based trust protocol, an open marketplace, and specialised AI co-workers designed to operate like real team members.
Through the live demo, the session brought this ecosystem to life, offering a clear view of how agentic systems can be implemented in practice.
The session also featured a short presentation from Dimitris Beis, Data & Innovation Strategist, IAB Europe, on “Understanding Agentic Offerings.”
The presentation explored why Europe is proving to be fertile ground for innovation when it comes to agentic AI. With the fast pace of business, strong existing machine learning expertise, and a wide range of use cases, from predictive to generative and hybrid approaches, the digital advertising ecosystem is well positioned to accelerate adoption.
Dimitris highlighted how the complexity of the supply chain, with its many interfaces, creates both friction and opportunity, making it an ideal environment for agentic solutions to drive efficiency and unlock value. The session provided a practical framework for understanding how these solutions fit into the broader ecosystem and how strategies are beginning to evolve in response.
We wrapped up the event with a lively panel discussion and interactive Q&A, where speakers brought the conversation from theory to reality, sharing how agentic AI is being implemented, tested, and scaled today.
The discussion explored the real-world dynamics of adopting agentic systems, from operational costs and infrastructure considerations to how organisations are designing decision-making loops and balancing autonomy with human oversight. Panelists also shared perspectives on where the most immediate commercial opportunities lie, and how agentic AI is starting to reshape workflows across the ecosystem.
Key themes included the role of high-quality, real-time data, the need to evolve existing infrastructure, and how to effectively measure performance and demonstrate value. The conversation also touched on client priorities, highlighting a growing interest not only in efficiency and performance gains, but also in innovation as a strategic differentiator.
It was a fast-paced and insightful exchange, reflecting both the excitement and the practical challenges of working with agentic AI today.
👉 To hear the full discussion and dive deeper into the insights shared, watch the recording on demand below:
