Global digital ad spend
Privacy regulation, cookie deprecation and user distrust are pulling apart the old stack.
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Stories that play like video and answer back. Sponsors fund the AI. Creators share the revenue. The format is published in the open.
Authoring, playback and agents are live. Everything below is a screenshot of running software, not a mockup — and you can play a story yourself on the site.
each clip is a carddrag to reorder
9 categories, 26 agentsjump to any clip
plays like a videothen answers backPrivacy regulation, cookie deprecation and user distrust are pulling apart the old stack.
Platforms own the ad relationship. Creators get reach, but no stake in the revenue they produce.
Everyone is told to learn AI; almost nowhere can you learn by doing — and get paid for it.
Instigate is building the open Agents + Ads format now — defined in the open, before the platforms enclose it.
Pick a ready-to-deploy concept and remix it with your own content and voice.
Deploy it anywhere as an open ad-unit format — feeds, sites, banners, classrooms.
Audiences interact with the agent; sponsors underwrite the AI behind it.
Revenue splits automatically across creator, platform and compute.
Creators remix sponsored clips into their own content and share in the revenue it generates. Every remix carries its lineage, so the system always knows who to pay.
Fund campaigns on the agent format.
Token costs covered by sponsors — GenAI compute is offloaded.
Creators, hyperscalers and Instigate each take a share of what a remix earns.
Creators never pay for tokens.
MacroMind seeded Director into design schools and agencies until it became the industry default. Instigate runs the same motion — new tools spread because users teach each other faster than any sales team.
The tool lands in their hands first; they show everyone what it can do.
Campaign-ready formats for clients who need post-cookie options.
Learn AI by building agents — a curriculum-ready on-ramp.
Open source lets anyone stand up a system and build with us.
Two of these are done or underway. Three are not. We would rather you knew which was which.
Authoring, playback and agents — the tool itself.
One link anyone can open, and remixes that keep their lineage.
Sponsored clips, and the first pilot campaigns.
Revenue share on every remix, paid out automatically.
Publish the spec so anyone can build on it.
Co-founded MacroMind in 1984 — which became Macromedia Director and defined the multimedia era. Four decades making new media authorable by humans.
Nineteen years at AspenTech leading UX, with four patents in micro-services and industrial UI. Builds the AI and LLM product layer.
Invented Lingo, the language behind Macromedia Director. MIT graduate and former Chief Scientist at Macromedia.
A custom web and mobile studio — strategy, UX/UI design, development and ongoing engineering.
Creators, agencies and schools; sponsor pilots cover the token costs.
Open-source releases land and the format spec is published.
The open default; hyperscaler partnerships; marketplace scale.
Specific figures are deliberately not printed here. This deck is reachable from the public site, so anything published becomes quotable and anchors the next round. Decide whether the numbers go in, or whether they travel only in a private version.
Marc Canter, Founder · hello@instigate.ai · instigate.ai