Ahead of this month’s Possible conference in Miami, for which NDA is one again a media partner, we hear from speakers on why Possible is such an essential event, kicking off with Jonathan Moffie, Head of Agentic Product at Magnite.
What will be your main activity at POSSIBLE?
At POSSIBLE, my focus will be demonstrating how GenAI is already transforming how video ads get created. I’m excited to meet with our clients at the event who we are actively planning and executing agentic campaigns with. I’m also leading a masterclass on Tuesday, April 28th on this topic which will include a conversation with some of our partners on how they’re leveraging AI in their video advertising workflows.
Why did you want to get involved with POSSIBLE in the first place and what do you hope to gain from it?
POSSIBLE is one of those rare events where the industry comes together not just to talk about where things are headed, but to dig into what’s actually being built right now.
That makes it a great place for us to show how GenAI and agentic workflows are moving from idea to execution and solving real problems today. For us, it’s also about building alignment across the ecosystem.
The future of agentic advertising is not something any one company is going to create alone. It’s going to take collaboration across buyers, sellers, and platforms.
What role do you hope POSSIBLE will play in your overall company strategy?
POSSIBLE is an important event for bringing our strategy to life in a very tangible way. Magnite is building the infrastructure for the next phase of advertising.
It’s going to be more automated, more intelligent, and more accessible. That includes introducing agentic workflows within our platforms and helping shape open standards like the Advertising Context Protocol (AdCP), which lays the groundwork for how AI agents communicate across the ecosystem.
Events like POSSIBLE allow us to demonstrate those capabilities, gather feedback, and deepen partnerships that are critical to scaling that vision.
What is the biggest opportunity in your sector? And the biggest challenge?
The biggest opportunity is making CTV more accessible. The demand is there, but the process has still been too complex for a lot of advertisers, especially when it comes to producing and activating video creatives.
GenAI changes that by making it faster and easier to create, adapt, and launch high-quality campaigns. Beyond that, agentic advertising opens up an even bigger opportunity: rethinking the entire workflow.
Instead of forcing teams to stitch together fragmented systems and manual steps, AI agents can take campaign intent, match it to the right inventory, and help execute far more efficiently. That’s where frameworks like AdCP become really important.
The biggest challenge is that we’re still early. To make this work at scale, the industry needs shared standards, stronger infrastructure, and real alignment across stakeholders.
Overall, how important are events in your company’s strategy?
Events are a big part of how we drive adoption and create alignment across the industry. What we’re building touches a lot of different players, so this kind of transformation doesn’t happen in a vacuum.
Events give us the opportunity to show real use cases, educate the market, and work directly with partners on what this next phase of advertising should look like. That kind of in-person momentum still matters, especially when the industry is going through a shift this significant.
Why does the industry need an event like POSSIBLE?
The industry is entering a new phase. AI is not just optimizing existing systems, but fundamentally reshaping how advertising works.
That shift requires new conversations and new forums. POSSIBLE is valuable because it brings together leaders across media, technology, and creative to focus on what’s actually being built and deployed today.
As we move toward an agentic future, where AI agents on the buy and sell side can communicate and transact more directly, the industry needs spaces to align on standards, share learnings, and collaborate. Initiatives like AdCP are a great example of that, creating a common language for this next generation of workflows. POSSIBLE can play a key role in helping the industry move from concept to reality.
