AgenticAdvertising.org Names Benjamin Masse President, Solidifies Founding Board with Leaders from WPP, Salesforce, Yahoo and More
Leaders from brands, agencies, publishers, and technology providers join a professional non-profit of growth builders to reclaim the marketing craft in the AI era
NEW YORK CITY — 28 SEP 2026 — AgenticAdvertising.org (AAO), a nonprofit organization guiding how agentic AI drives brand and publisher growth in the advertising industry, today announced Benjamin Masse, Chief Product Officer of Triton Digital and EVP of the iHeart Technology Solutions Group, as Board President, alongside a founding Board of Directors drawn from many of the most recognized names in marketing, media, and technology.
The board includes senior executives from brands, agencies and holding companies including WPP, Horizon Media, Butler/Till and a Fortune 100 brand; publishers and media companies including Yahoo, News Corp, iHeartMedia, The Weather Company, and CVS Media Exchange; and technology providers including Salesforce, PubMatic, Optable, Apostra (formerly Scope3), and DoubleVerify.
"This board exists to represent the perspective of every stakeholder in the industry as AI reshapes how we work, so we can build an ecosystem where brands and consumers have control, instead of opaque processes they must submit to," said Benjamin Masse, President of AAO. "Our board members are invested because they want to build something from the ground up, rather than maintain something that already exists. We have a generational opportunity to leave a lasting impact on marketing, one that reaches beyond the people involved today."
Agentic AI is having a sweeping impact on the marketing industry. The programmatic era, from 2005-2025 – the last time technology transformed advertising this dramatically – scaled reach while thinning margins, inviting fraud, and reducing ads to a commodity that rewarded speed over craft. The agentic revolution, by contrast, recognizes that creativity and terrific content drive strong consumer relationships, pricing power and enduring brandS.
Agentic infrastructure can carry what a brand has learned and earned from one interaction into the next instead of resetting it every time. AAO exists to build that infrastructure in the open, shifting marketing from a system brands need to blindly trust to one where they have control.
Incorporated as an independent nonprofit in December 2025, industry veterans Randall Rothenberg and Matthew Egol were brought in as strategic advisors to set the organization’s mission and direction, and today's announcement fulfills the commitment they made to establish the structure and board leadership that will carry AAO forward.
In its first nine months, AAO has grown to more than 3,300 community users and dozens of working groups who’ve been actively developing governance and creative agents, agents on behalf brands as well as offline and online surfaces, and other initiatives around brand value, growth and marketing intelligence in agentic advertising. AAO’s technical standard, the Advertising Context Protocol (AdCP), is now in its third version (3.2) and is being implemented across live media transactions today.
With its board and leadership in place, AAO will focus on supporting its working groups, standing up its advisory boards, growing membership, and providing the education, resources, and thought leadership on where this transformation is headed. The goal is a single, coherent advertising marketplace to replace today's fragmented one — where creativity and media work as one system again, and marketers can draw a straight line from what they spend to the growth it produces.
About AgenticAdvertising.org (AAO)
AgenticAdvertising.org (AAO) is an industry nonprofit guiding how agentic AI drives growth and scales in the advertising industry. Led by a diverse group of builders across brands, agencies, publishers, media and technology companies, AAO is developing the agentic advertising standards, governance and best practices to restore control to brands, put creativity back at the center, and re-connect creative, media, and data as one system.
AAO governs the Ad Context Protocol (AdCP), the open standard that lets AI agents discover inventory, plan campaigns, execute buys, generate creative, govern decisions, and report results across any platform, format, or channel. Built on Anthropic's Model Context Protocol (MCP), AdCP was developed by a founding consortium of marketers, publishers, and technology providers to keep agentic advertising open and interoperable, rather than fragmenting into another generation of proprietary walled gardens.
Learn more at agenticadvertising.org.
Media Contact
Tiffany Collins
Founding Communications Advisor
[email protected]
Founding Board of Directors
Marketers, Agencies & Holding Companies
- Global Director, Media Platforms — a Fortune 100 Brand
- Ingmar Zach, CEO, WPP Media — WPP
- John Koenigsberg, EVP — Horizon Media
- Amanda DeVito, CMO — Butler/Till
- Robert Webster, CEO — TAU Marketing Solutions
Publishers & Media Companies
- Gabriel Dewitt, Head of Consumer Monetization — Yahoo
- David Rowley, Global VP, Revenue Technology — News Corp
- Lisa Coffey, CBO — iHeartMedia
- Alex Duncan, CTO — Global
- Brian Hull, Head of Global Creative Labs — The Weather Company
- Seth Rogin, President, Performance & Intelligence — McClatchy
- Parbinder Dhariwal, VP, General Manager — CVS Media Exchange
Technology Providers
- Gabe Joynt, Sr. Director, Product Management — Salesforce
- Nishant Khatri, EVP Product — PubMatic
- Nisim Tal, CTO — DoubleVerify
- Sarah Acker, SVP, Marketing — Human
- Bosko Milekic, Chief Product Officer — Optable
- Joseph Hirsch, CEO — Swivel
- Lars Noordewier, CDTO — Ebiquity
- Katherine Tuluzova, CEO — Sigma Software
- Anne Coghlan, COO — Scope3
Board President
- Benjamin Masse, Chief Product Officer — Triton Digital