With no shortage of news on media agencies moving forward with agentic initiatives — and Advertising Week has featured several discussions around it — it’s worth asking how they’re dealing with client concerns over the possibility of rogue activity.
Dentsu announced that its Carat media agency is partnering with NBC Universal, Freewheel and AI firm Newton to launch a planning, buying and optimization agent to use in upfront investments. Although none of the parties would name it, one luxury retail client is apparently already using the solution.
Independent agency Tinuiti launched a “Bliss Point Model Context Protocol (MCP) Server”, opening its proprietary measurement layer directly to AI agents, enabling it to place audience, creative, media, and measurement under one server.
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