As artificial intelligence transforms the advertising world, brands will need flexible, modular platforms to thrive — not rigid, one-size-fits-all solutions. That’s the vision Simon Asselin, chief technology officer at digital advertising firm Infillion, shared in a recent discussion on the future of advertising technology.
Asselin likens the idea of “composability” to building a Formula 1 race car: assembling the best parts from multiple vendors to create a custom machine optimized for performance.
“There’s no one-size-fits-all model that works,” he said in this interview with Lisa Granatstein, editorial director of Beet.TV. “You’re not stuck in a rigid system — you can mix and match. That’s what composability means in the context of technology, and that’s the platform we’re putting together for advertisers.”
Reducing waste, regaining control
Infillion’s approach allows advertisers to create their own “media machine,” curating and personalizing their tools and strategies rather than being locked into bundled, inflexible packages. Asselin said composability directly addresses two major problems for advertisers: waste and lack of control.
Without a modular partner, advertisers end up licensing excessive amounts of technology they don’t really need, he said. It leads to bloat, more overhead and complexity.
By contrast, Infillion’s model empowers advertisers to use only the components they need, combining third-party solutions with their own proprietary tech under one roof, he said.
