Category: In the News

This week’s Future of TV Briefing recaps two sessions from last week’s Digiday Programmatic Marketing Summit about how agencies’ programmatic buying teams are evolving.

• Agentic agencies
• Netflix-WBD, WBD-Paramount, Paramount-Trump and more

Agentic agencies

More and more TV and streaming ad buying is being done programmatically. And more and more, AI agents are beginning to be integrated into programmatic advertising workflows. So it’s worthwhile for TV and streaming ad buyers to keep up with how programmatic organizations and their processes are adapting to this agentic AI era.

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As each holding company and agency rushes to assemble its own version of an AI-driven platform, Horizon Media is pitching its version, Blu, as kind of the anti-black box consultancy that helps clients not only build campaigns but find pools of customers they may otherwise have missed.

Overseen by Bob Lord, Horizon Media’s president, and run by Domenic Venuto, Horizon’s chief product and data officer, Blu is essentially a content marketing platform that uses a variety of LLMs to help the independent agency’s clients determine broader business goals through the prism of media (creative inputs will come later — and more on that later), only on steroids.

Blu first launched in 2020 as an advanced data platform employing various machine learning elements. But it’s evolved to become a soup-to-nuts form of consultancy for clients using it. Those clients include retailers like Bob’s Discount Furniture to grocery chains like Wegmans and telecomms companies like Spectrum. Venuto described it as “AI native” meaning built from scratch, instead of on top of legacy systems.

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