The Complete Feed

Agentic AI is poised to reshape how media is planned, bought, optimized, and measured. But as agents become widely available, the real competitive advantage may shift upstream. This piece argues that proprietary first-party data—and the governed customer context behind it—will determine which agents make the smartest business decisions.

Agentic media trading is moving from concept to real-world execution. This article examines the infrastructure buyers and publishers need to participate—and the discovery, protocol, execution, verification, settlement and governance layers taking shape around it. As the market automates, the industry may believe it is choosing software while actually choosing its next set of intermediaries.