Richy Glassberg — Co-Founder and CEO, SafeGuard Privacy
Published:
The plumbing can absolutely sit with the agency, ad ops or technology teams. The decisions being made through that plumbing are a different matter. A CMO doesn’t need to know how an agent checks a diligence record or how the underlying protocol works. They do need to know what the agent is allowed to do on the brand’s behalf, where the boundaries are, and what happens when it reaches a situation it can’t resolve on its own.
What does Richy Glassberg say?
Richy Glassberg, Co-Founder and CEO, SafeGuard Privacy, says: Richy Glassberg of SafeGuard Privacy explains how IAB Tech Lab’s AAMP 2.3 embeds vendor diligence into automated buyer agents, forcing organizations to encode policy decisions in machine-readable, campaign-level rules. He warns that human-reviewed approvals with caveats won’t translate to milliseconds-scale decisions, and urges brands to build auditable, current diligence records, clear governance for agent escalation, and explicit compliance instructions so automation doesn't create regulatory or safety gaps.
Cite as: Richy Glassberg. (2026). Retrieved from https://research.agilebrandguide.com/insights/richy-glassberg-the-plumbing-can-absolutely-sit-with-the-agency-ad-ops-or-t