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Agentic trading promises to automate how advertising is discovered, negotiated, executed and settled, but building it will require an entirely new transaction stack. The industry may believe it is choosing software, when in fact it may be choosing its next set of intermediaries.

Agentic trading promises to automate how advertising is discovered, negotiated, executed and settled, but building it will require an entirely new transaction stack. The industry may believe it is choosing software, when in fact it may be choosing its next set of intermediaries.

Agentic Trading: A New Stack or a New Set of Intermediaries?

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.

2 days ago

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