GenAI Cracow #23 - AdTech
There has been some snow, there has been some herring recently - time for GenAI Cracow. This edition will be dedicated to DSP advertising and generally AdTech
Doors open at 5:30 PM
Agenda
Opening Ceremony
Cognitive Architecture in AdTech supported with X.com by Oğuzhan
Ambient Agentic Systems for Programmatic Advertising by Damian
Q&A
Quiz
Networking (sponsored by Appliscale)
Abstract
Cognitive Architecture in AdTech supported with X.com
It is an exploration on how modern advertising systems can be designed like a brain-inspired loop: Attention → Memory → Policy. Using X.com as a high-velocity example of how attention forms, shifts, and converts under constraint, the talk maps cognitive principles onto practical AdTech architecture—retrieval-based memory for preferences and context, policy-driven decisioning over brittle rules, and closed-loop optimization that moves beyond clicks toward conversion, retention, and revenue. The goal: a clearer blueprint for building GenAI AdTech that behaves less like a static pipeline and more like an adaptive cognitive system.
Ambient Agentic Systems for Programmatic Advertising
Case study of building AI agent systems for programmatic advertising at scale, developed by Appliscale for Bedrock Platform. We will tackle operational problems that don't scale (with humans): supply selection, pacing drift, budget misallocation, campaign health monitoring, and portfolio optimization. The architecture uses specialized AI agents for reasoning about system state and user intent, paired with deterministic tools for controlled execution. It enables assisted supply discovery, continuous monitoring, and optimization recommendations while keeping humans in control. It will be an engineering perspective on integrating AI agents into complex AdTech systems.
Speakers
Oğuzhan (Ozzie) Polat
Senior AI/ML Engineer, consultant, and brand manager focused on building production-grade GenAI systems where product outcomes meet human behavior. With 6+ years of professional experience and a background spanning AI delivery and brand strategy, he works at the intersection of cognitive science, optimization, and real-world decision systems—turning messy signals into scalable, measurable impact.
Damian Naglak
Engineering Manager @ Appliscale, and Head of Engineering @ Bedrock Platform. He leads engineering work on large-scale AdTech platforms, focusing on distributed systems, real-time decisioning, and applied AI.
Partners
Appliscale is a digital engineering company focused on building scalable, cloud-native platforms for AdTech and data-driven products. We help teams design high-performance systems and AI-driven workflows that solve complex operational problems in real-time environments.
Kraków Miastem Startupów offers a comprehensive support system for turning innovative ideas into successful ventures. This 6-12 month program provides personalized incubation plans, access to co-working spaces at Klaster Zabłocie 20.22, business mentoring, over 15 annual business training sessions, nearly 20 networking events, and specialized consulting tailored to participants' needs. Kraków has established itself as a key startup hub in Poland, with initiatives like KRK InnoTech Starter and Archipelag Innowacji fostering innovation and collaboration among entrepreneurs, academia, and the business community. The city's vibrant ecosystem is further enhanced by its strong academic presence and cultural diversity, making it an ideal location for startups to flourish.