{"id":19059,"date":"2026-08-26T01:11:00","date_gmt":"2026-08-26T05:11:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19059"},"modified":"2026-08-21T19:13:52","modified_gmt":"2026-08-21T23:13:52","slug":"stop-building-ad-products-like-its-2019","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/stop-building-ad-products-like-its-2019\/19059\/","title":{"rendered":"Stop Building Ad Products Like It&#8217;s 2019"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Justin Silberman, VP of AI Product, <\/em><a href=\"http:\/\/disconetwork.com\"><em>Disco<\/em><\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Most of what&#8217;s being written about AI and advertising is coming from people who haven&#8217;t built anything with AI.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Watching AI from the outside produces market commentary. Building with it every day produces a completely different understanding of what&#8217;s actually changing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">My company has spent the last few months wiring agents into production systems across engineering, creative, bidding, and campaign operations. Here&#8217;s what we\u2019ve learned.<\/p>\n\n\n\n<h2 id=\"h-the-compression-is-real\" class=\"wp-block-heading\">The compression is real<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Everyone says AI makes things faster.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The interesting part is what happens to your decision-making when the cost of building drops by 10x. A year-long roadmap done in a month. PMs shipping production code. Sales building internal tools. People who&#8217;ve never written a line of code start building things that work, because the distance between &#8220;someone should fix this&#8221; and actually fixing it collapsed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That distance was always organizational, with layers of handoffs, specs, tickets, and status meetings that accumulated over decades. AI removes the organizational drag. What&#8217;s left is the actual work: systems-thinking, evaluation design, knowing which customer problems are worth solving.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For advertising, this changes everything about what you build and how you build it.<\/p>\n\n\n\n<h2 id=\"h-the-old-loop-is-dead\" class=\"wp-block-heading\">The old loop is dead<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Old way: write a spec \u2192 hand it to engineering \u2192 wait six months \u2192 hope it works \u2192 discover it doesn&#8217;t \u2192 repeat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That loop doesn&#8217;t survive contact with AI agents.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The new loop: build a working reference with agents \u2192 run evals against real data \u2192 prove the outcome \u2192 hand engineering something that already functions. The eval is the spec now. The prototype isn&#8217;t a Figma file. It&#8217;s running code with real outputs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We do this across every product surface. Offer creative that used to require a creative team now gets generated and tested in real time. Campaign setup that was a multi-day back-and-forth compresses into a single workflow. Bidding optimization that needed a human adjusting knobs runs autonomously, across surfaces, without anyone touching a dial.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">None of this is &#8220;AI-powered&#8221; in the slide-deck sense. It&#8217;s agentic in the operational sense. The machines do the execution. The humans decide what&#8217;s worth executing.<\/p>\n\n\n\n<h2 id=\"h-the-model-is-not-the-advantage\" class=\"wp-block-heading\">The model is not the advantage<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The conversation about frontier model supremacy is a distraction. Everyone has the models now. The advantage is how you wire the agents together, how you design the evals, and how you build the guardrails that turn a one-off automation into something durable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We&#8217;ve built a band of agents at our company. Each one runs against evals. Each one compresses something that used to take weeks into hours. The approach that lets a PM ship code is the same approach that lets us launch a new product as configuration instead of a six-month engineering project.<\/p>\n\n\n\n<h2 id=\"h-what-breaks-when-you-move-at-machine-speed\" class=\"wp-block-heading\">What breaks when you move at machine speed<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">There&#8217;s a consequence to all this compression that the advertising industry hasn&#8217;t fully absorbed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When you can generate, test, and optimize ad experiences at machine speed, the old inventory stops making sense. A lot of digital advertising is filler. It&#8217;s there because there were gaps between intent and outcome, and advertising filled the gaps.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There&#8217;s a sorting coming. Companies that treat AI as a feature will fall behind. Companies that treat AI as an operating system for how they build will pull away.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Everyone has access to the same models. The advantage comes from knowing what to build, how to evaluate it, and how to compress the cycle from idea to outcome.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Everyone has access to the same models. The advantage comes from knowing what to build, how to evaluate it, and how to compress the cycle from idea to outcome.<\/p>\n","protected":false},"author":26,"featured_media":19060,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[17],"topics":[2],"class_list":["post-19059","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-ai","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Stop Building Ad Products Like It&#039;s 2019 | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/stop-building-ad-products-like-its-2019\/19059\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Stop Building Ad Products Like It&#039;s 2019\" \/>\n<meta property=\"og:description\" content=\"Everyone has access to the same models. 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