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Agentic Aftermath: Who Wins (and Loses) When Media Becomes Negotiated

Agentic Aftermath: Who Wins (and Loses) When Media Becomes Negotiated

Agentic Aftermath: Who Wins (and Loses) When Media Becomes Negotiated

Who wins and who loses when media buying goes agentic? AdCP isn’t just a new protocol—it’s a shift in where media decisions happen. As allocation moves upstream from auctions to agent-driven negotiation, DSPs, SSPs, publishers, and agencies all face structural disruption. This isn’t about better automation. It’s about control—and a fundamental reshaping of how the market operates.

Apr 13

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