Webinar Replay: The Prediction Economy
Rebuilding Media and Advertising on an Open Data and AI Foundation with IAB Tech Lab and Databricks
In this webinar, Databricks and IAB Tech Lab unpacked what the shift in the media, advertising, and marketing industries means and why open standards are more important now than ever. We’ll start with Databricks’ origins as an open-format data and AI platform and explain why that foundation aligns naturally with IAB Tech Lab’s mission to build open, interoperable standards across the ad tech ecosystem.
Databricks will walk through their thesis on the prediction economy: why the ability to forecast outcomes, not just capture attention, is becoming the defining advantage in media and advertising, and what it actually takes to compete in this new landscape.
The session will close with live demos showing how the ecosystem is building on Databricks as the brain layer of their data and AI estate, including:
- Agentic Media Buying & Selling. How autonomous agents are starting to transact media on behalf of buyers and sellers.
- Agentic Ad Sales. How AI agents are changing the way sales teams identify, package, and close inventory.
- Measuring Outcomes. How a unified data and AI foundation supports more accurate, predictive measurement of what’s actually driving business impact.
This session is designed for both executives and practitioners. Executives will walk away with a clear strategic view of where the industry is headed and how to position their organization for what’s next. Practitioners will get concrete, actionable next steps for putting these capabilities to work, from evaluating agentic workflows to strengthening measurement approaches.
