Category: In the News

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It has been more than 10 years since the Association of National Advertisers published its bombshell principal media and transparency study. As of late, however, the topic has once again become the industry’s current zeitgeist.

Look no further than the recent WPP whistleblower filings that’s dominated headlines. In the filings, a former WPP exec critiqued GroupM’s trading practices, including its rebate-driven deals.

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Agentic media buying’s first case study is in.

Independent media agency Butler/Till has concluded the first test of a programmatic media-buying agent on a campaign for brewer Geloso Beverage Group, Digiday has learned. The experimental run successfully cut intermediary fees by over 80% and reduced CPMs while hitting industry benchmarks on fraud and inventory standards, according to the agency and its test partner Pubmatic.

For several months, agencies across the ad sector have been developing AI agents that function using the AdCP or MCP protocols as different companies pursue competing visions of AI-assisted media planning and buying. Those efforts are now bearing fruit.

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