Women’s Sports Are Booming and Adtech Must Keep Pace

Using AI to evolve adtech

As adtech adapts to the growth in women’s sports, Hillman and Martucci Freyman are excited about the future.

Hillman, who works in operations, brought up AdCP and its ability to let AI agents interact transparently about transactions in a biddable environment.

“I think there’s a real opportunity with AdCP coming out about really how to transact in a much smarter way and systems being much more open to share data that a human on a telephone isn’t prepared to share,” Hillman said.

Martucci Freyman remarked that a lot of adtech, while powerful, is still “old school.”

“It’s still just a spreadsheet talking to a system on the back end,” she said. “And so leveraging the tools, the AI, the suite, to really automate and enhance and moving people on to work on more strategic things. A rising tide lifts all boats.”