Infillion Introduces Infillion Agent Connector™, Redefining AI-Controlled Media Buying

Infillion, the company behind ad tech’s first composable media buying platform, has unveiled Infillion Agent Connector™, a new agent-native media execution solution designed from the ground up for AI-driven programmatic buying. The full-stack platform enables AI systems to plan, execute, and optimize campaigns directly-without relying on human-operated interfaces-marking a significant step toward fully autonomous media operations.

As agencies and brands increasingly invest in centralized AI command centers, the market is shifting away from fragmented tools toward unified, open execution infrastructure. Infillion Agent Connector™ is built to support this evolution, offering an AI-agnostic, interoperable foundation that aligns with how modern media teams are operationalizing artificial intelligence across planning and activation.

Drawing on aggregated industry insights from Gartner and WARC, Infillion highlights that more than $100 billion in programmatic ad spend is expected to be managed by AI agents by 2028. This accelerating shift is creating a clear divide between closed, proprietary AI ecosystems and open execution layers that allow agencies to deploy their AI of choice. Infillion is positioning itself firmly in support of the open, composable model.

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“AI agents are becoming the operators of programmatic media, and agencies want one AI command center orchestrating everything, not a different co-pilot for every DSP,” said Simon Asselin, Chief Technology Officer at Infillion. “This is the Netflix-versus-Blockbuster moment for ad tech. The winners in this shift will be infrastructure players; agencies and brands can bring their own AI to—without fragmentation, friction, or lock-in. That’s why we’ve built an open, agent-native infrastructure layer.”

Unlike traditional demand-side platforms that retrofit AI features onto human-centric workflows, Infillion Agent Connector™ is natively controlled by AI agents end to end. Manual user interfaces are replaced with real-time, machine-driven decisioning for planning, bidding, and optimization. Built with Model Context Protocol (MCP) support, the platform enables instant AI plug-and-play, allowing commercial or custom AI systems to begin operating campaigns immediately. Agencies can simply connect their AI command centers and orchestrate media across Infillion’s unified execution layer.

“We’re building a unified MediaAI orchestration layer that can connect to any execution system through open standards,” said Mansoor Basha, Chief Technology Officer at The Marketing Cloud. “Whether it’s audience uploads to social platforms or full-service programmatic partners like Infillion, our TMC Media Offering handles the complete journey from planning through optimization, our architecture needs open, API-first infrastructure—not closed co-pilots. We send campaign parameters, partners execute, and results flow back into our Palantir-powered intelligence layer. Infillion’s MCP-powered, agent-native platform is exactly this kind of open execution stack—enabling true interoperability without fragmenting our command center.”

A Full-Funnel, Agent-Native Media Infrastructure

Infillion’s agent-native platform is designed to support the entire programmatic media lifecycle, including:

• Campaign Planning: Automated budget allocation, pacing logic, and flight scheduling
• Identity & Audience: Cross-device identity graphs, deterministic ID support, first-party data onboarding, and audience discovery across leading data providers
• Creative Management: Centralized asset libraries, dynamic creative optimization, and A/B testing
• Real-Time Bidding: AI-led bid strategy execution, supply source management, and premium inventory access
• Analytics & Reporting: Performance dashboards, attribution modeling, and cross-channel insights
• Optimization: A mature machine-learning engine powered by years of algorithmic bidding and goal-based optimization intelligence
• Supply & Inventory Access: Direct execution against scaled, fraud-filtered inventory with deep integrations across premium exchanges and SSPs
• API Efficiency: Reduced token usage and a lower carbon footprint through streamlined, machine-first execution

With the launch of Infillion Agent Connector™, Infillion is positioning itself at the center of the next evolution in programmatic advertising—one where AI agents, not humans, are the primary operators, and open, composable infrastructure becomes the foundation for scalable, future-ready media buying.