From left to right: Head of Channel Partner Sales, Microsoft Advertising; David Johnson, Chief Product Officer at Logical Position; Kevin Brunner, SVP of Sales at Logical Position.
We sent two LP leaders to Miami for the highly anticipated POSSIBLE conference to explore the latest developments in AI and their impact on digital advertising.
The primary mission for our team was exploration—absorbing information, identifying potential vendor solutions, and discovering new preferred partners to fill technology gaps for our clients.
Here’s a breakdown of the biggest trends and takeaways from the conference.
The Vast Sea of CTV
The attendee list skewed heavily toward tech, with little to no representation from traditional e-commerce brands or promotional agencies. Instead, the floor was dominated by supply-side platforms (SSPs) such as Walmart, Uber Advertising, and NBCUniversal, as well as demand-side platforms (DSPs) and measurement solutions.
The sheer volume of connected TV (CTV) companies and emerging tech vendors was striking, underscoring just how rapidly the landscape is expanding.
Finding an AI Consensus
Unsurprisingly, nearly every vendor had an AI angle—whether using it to measure data, deploy campaigns, or safeguard users from AI itself. However, the most encouraging takeaway was that the industry’s conversation around AI is beginning to consolidate. The space is moving beyond fragmented perspectives and toward a clearer understanding of what AI is today—and what it will become.
Two key insights stood out:
The “Agentic” Website Visitor
Websites of the future won’t be built solely for humans. Brands must prepare for AI agents that can navigate sites, find products, and make purchases on behalf of users. This is no longer science fiction—it’s quickly becoming reality for businesses operating online.
Adapt or Die
In a standout presentation on AI and tech disruption, Terry Kawaja of Luma Partners warned that AI will drive massive consolidation in the agency space. Agencies that fail to adapt risk disappearing, while those that thrive will be led by executives who actively experiment with AI, learn to “vibe code,” and build custom agents.
Offering a more optimistic perspective, Cloudflare’s CEO argued that AI will ultimately create more jobs and unlock new opportunities across industries.
Untapped Opportunity: Audio Advertising
While the event schedule was packed with fireside chats, one standout panel featured C-level executives from Spotify, iHeartRadio, and SiriusXM.
From an LP perspective, the key takeaway for clients is that audio advertising remains significantly underrepresented in ad budgets relative to its impact. Indicating that perhaps it’s time to turn up the volume in that arena.
The reasoning makes sense, though: audio attribution has been historically difficult to track, leading many data-driven brands to undervalue it. However, panelists made a compelling case that audio ads are more strongly tied to human memory and often have a longer conversion window between when a consumer hears an ad and when they make a purchase.
It’s an intriguing opportunity—and one worth remembering to consider.
Final Thoughts
Ultimately, POSSIBLE was an incredible experience with a strong focus on innovation. For teams looking to get inspired, understand the future of technology, and discover new platforms, it offers a valuable opportunity to build connections and prepare for an AI-driven future.
