On 22 September 2026, SQL Service GmbH took part in the ‘Agentic Advertising: What standards do we need and who defines them?’ panel at the Online Ad Summit. CEO Jens Pöppelmann took his place on the panel on behalf of SQL Service. Together with Markus Letzner (Ströer SSP), Sven Wegholz (Publicis Media/BVDW) and Ingo Gerckens (Wasmuth Media), he discussed autonomous AI agents in the digital advertising market. The panel was moderated by Alwin Viereck (United Internet Media).

As a sponsor of the Online Ad Summit 2026, SQL Service was not only represented on stage but also engaged in direct dialogue with numerous customers, partners and industry representatives at the event.

Agentic Advertising requires a robust infrastructure

The discussion centred on the question of what technical, organisational and economic foundations need to be established to enable autonomous agents to independently research, negotiate, book and optimise campaigns in future.

For us, one thing is clear: the success of agentic advertising does not depend solely on new protocols. Initiatives such as the Ad Context Protocol (AdCP) and the Agentic Advertising Management Protocols (AAMP) from the IAB Tech Lab govern communication between agents. Established standards such as the Digital Booking Communication Format (DBCFM) already connect the booking systems of agencies and publishers. The real challenge lies elsewhere. Agents must integrate with the systems in which bookings, terms and conditions

Trust and identity are becoming key factors

Another key focus was the identity of autonomously acting agents and their trustworthiness. Prices and terms often depend on existing business relationships. Agents must therefore clearly demonstrate on whose behalf they are acting and what authorisations they hold. Identity management thus becomes a fundamental prerequisite for agentic advertising in the premium media sector.

Many thanks for the discussion

Our special thanks go to Alwin Viereck for chairing the session. We would also like to thank Markus Letzner, Sven Wegholz and Ingo Gerckens for the engaging and constructive discussion. We thank the organisers of the Online Ad Summit for a successful event. And we thank all visitors to our stand for the many conversations about the future of Agentic Advertising.

And, of course, we must also mention one thing here: our giveaway campaign was a resounding success. The Mepal lunchboxes we handed out, filled with a selection of AHOJ-BRAUSE products, quickly became one of the most popular items at the event and ran out much sooner than expected. It seems that a little dose of childhood nostalgia goes down a treat even in the AdTech sector.

We look forward to actively shaping the future of Agentic Advertising together with our clients, partners and the industry.