Interoperability may be the future, but it cannot be an entire AI strategy

It’s one of many reasons interoperability matters, as agencies shouldn’t have to choose between flexibility and innovation, nor should they be locked into a single provider’s architecture. Open standards, like model context protocol and Agent2Agent, point toward a more unified ecosystem, where an agency’s own tools and AI agents can work securely with other external DSPs. And in advertising, where campaigns already span multiple systems, data sources and supply paths, the ability to connect those systems is fast becoming an operational mandate.

Interoperability’s value varies by agency 

Interoperability is an enabler, but it’s not a strategy. Its value depends on what an agency is trying to achieve, the level of control an agency needs and the resources an agency can dedicate to making the model work. 

There is no one-size-fits-all approach and no single right operating model. Some agencies will continue to rely on managed service for speed, scale and simplicity. Others will opt for self-service, with direct access to platform controls and tools. Some will take a hybrid approach, leveraging a tech partner’s expertise while maintaining visibility and involvement. A handful of agencies will likely even build interoperable agent ecosystems of their own. 

These various approaches are akin to deciding what to eat or where to go for dinner: hiring a personal chef, dining in a restaurant, ordering the ingredients and prepping the meal, or grabbing takeout. All come with their own benefits, downsides and costs — from control to convenience.

The right partners make interoperability effective

Because there’s no single right operating model, selecting well-suited tech partners, platforms and DSPs is essential. They should do more than just share functionality through an API. They should provide agencies with a reliable, secure and transparent foundation that agencies can use to best fit their business needs, regardless of their chosen workflow. 

The strongest partnerships will also be designed for evolution. Agencies need to be able to access a DSP’s capabilities while retaining the flexibility to adopt new tools and standards as the market matures. They need partners willing to collaborate, provide practical expertise and help determine when to build, when to buy and when to do both.

Why the goal is problem solving, not complexity

The future of both agentic AI and the advertising industry will not come down to which agency has built the most elaborate system or even become first to adopt the latest technology. It will come down to who is solving the right problems at the right pace and leveraging tech partners and platforms to do so responsibly and sustainably. 

Open ecosystems can expand agencies’ capabilities, but without the appropriate tech partnerships in place, it’s difficult to say how effective these capabilities will truly be.

Partner insights from Nexxen