This State of the Industry Report, sponsored by Optable, examines agentic advertising and how publishers, advertisers and agencies are interacting with the medium — from investment and readiness to barriers and impact.
Agentic AI is the latest optimization tactic across media, supporting initiatives like agentic advertising. However, because agentic AI is described as “a situation where multiple AI agents work together to complete complex tasks, with minimal oversight or intervention from a human user,” according to Digiday, teams are in various phases of testing and adoption.
Agentic AI, in the context of advertising specifically, is the use of autonomous and semi-autonomous AI agents to plan, transact and optimize media.
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