pubX CTO Alex Rosen is joining the panel “Identity in the Agentic Era” at the IAB Tech Lab International Summit this Thursday, 5 November, at Convene, 22 Bishopsgate, London.

Identity is core to what pubX’s agents already do: they build audiences on owned, first-party signal, which matters more as AI and fragmentation make that picture harder to piece together.

Programmatic solved scale in a fragmented ecosystem the only way it could at the time: through standards, and by commoditising media. Every impression had to look the same to be traded, and identity became the way to reconnect who’s who at every hop. Publishers’ knowledge of their own audiences got flattened on the way through.

pubX has built net new infrastructure for agent-to-agent trading, not an agentic layer on top of programmatic pipes. 

The panel brings Alex together with Rowena Lam, Senior Director, Privacy & Data at IAB Tech Lab, and Anna Schenk, VP of Product at ID5.

Alex’s take: agentic gives the industry a second way to solve for scale, through coordination. An identity resolution layer is still needed, but now agents can coordinate across systems at scale while keeping the richness of the publisher’s intelligence intact. A seller agent offers what the media owner actually knows, on its own terms, and a buyer agent reads the whole brief against it, so the deal is agreed on the full picture rather than the commoditised one.

It’s the principle behind our live agent-to-agent buy for Reckitt’s Mucinex brand at Advertising Week New York on 7 October, and behind our acquisition of Compliant, whose media quality and governance signals now sit inside every decision our agents make. Read the announcement →

If you’re at Convene on 5 November, come find us. Register for the Summit →