What does an AI agent need before it can touch a media workflow? More than the latest model or a connection to a platform: it needs full business context, a cross-channel view of performance, and governed, privacy-conscious access to data. Explore how advertising platforms are bringing MCP connectivity to the AI Data Cloud, and hear from Snowflake customers using next-generation agents to enable context-rich action across client campaigns.
The session will also introduce Snowflake’s foundation for connecting agents to trusted signals across the ecosystem while keeping customer data, business rules, permissions, and privacy controls in view. Learn how advertising platforms use Snowflake’s platform and AI tooling to help agents move from isolated recommendations to governed action by continuously connecting context, evaluating performance, and supporting smarter decisions across campaigns and channels.
The session will also introduce Snowflake’s foundation for connecting agents to trusted signals across the ecosystem while keeping customer data, business rules, permissions, and privacy controls in view. Learn how advertising platforms use Snowflake’s platform and AI tooling to help agents move from isolated recommendations to governed action by continuously connecting context, evaluating performance, and supporting smarter decisions across campaigns and channels.
Speakers
Key Takeaways
- Context helps agents make smarter calls. MCPs open the door to valuable signals, but agents need customer data and a cross-channel view to understand what to do next.
- Trust matters when agents take action. To influence media budgets, agents need the right permissions, privacy controls, and visibility into how decisions are made.
- Advertising is where agentic AI gets real. As agents start influencing real media spend, the industry is a proving ground for better decisions and responsible action.
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