Category: In the News

Traditional text-based ad targeting will always have its place. But in an ad marketplace run by AI agents, it may need to be replaced as the primary method of aiming ads.

Imagine, instead of having to pick out keywords or check off audience segments, an advertiser could simply set a single value representing the specific content or audience it wants to target and then assign a radius for how narrow or broad it’s willing to expand a campaign’s reach from that defined point, or vector.

“I would love it as a vendor if [Meta] had vector-based buying. So instead of doing keywords, I actually want to buy this vector,” said Jon Morra, chief AI officer at brand suitability platform Zefr. He added, “I think that could be the future of agentic buying.”

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The pros and cons of the industry’s demand side platforms (DSPs) used to be something only media buyers cared about. Now, it’s a highly competitive patch being fought over by some of the largest companies in tech.

The Trade Desk, the sector’s largest independent player, is under pressure from Amazon, while smaller providers like Yahoo, StackAdapt and Viant see an opportunity to grab a larger market share. As they compete to hold — or gain — ground, DSP providers are also working to integrate their dashboards and portals with agentic AI systems, ostensibly making investments easier to manage but taking more agency and power away from experienced media buyers at the same time.

Media buying teams aren’t shy of shopping around. “We need to be agnostic as much as possible,” said one buyer, who spoke to Digiday on condition of anonymity. But high corporate drama and AI worries don’t always dovetail with the needs and wants of buyers on the office floor. For the staffers tasked with choosing a DSP to suit a client’s brief, CPM rates, the ability to check log-level data or a platform’s streaming partnerships are more important.

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