Category: In the News

Agentic visitors are becoming a gnarlier problem for some publishers. The real issue is measurement: without a clear way to separate agentic visitors from humans, some buyers are getting jittery — and a few are already pulling ad spend.

The term agentic visitors describes when AI assistants or automated agents — like OpenAI’s ChatGPT and now its browser Atlas, Perplexity or Google AI Overviews — visit and read a publisher’s content on behalf of a human user. Often, without generating a traditional pageview or ad impression so publishers can’t make money on the visit.

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Amazon is following the same playbook Google and Meta have refined for years: automate more of the planning and buying that agencies once handled. But this isn’t an overt bid to push them aside. It’s to capture the long tail — the thousands of advertisers who were never going to hire a shop in the first place.

That’s the way Amazon ad execs are pitching a major overhaul to the way its ads business works this week: the DSP and Sponsored Ads console are being unified into a single Campaign Manager. Agentic tools — Ads Agent for planning, targeting and data analysis as well a Creative Agent for asset development — sit on top of it, allowing marketers to describe what they want and have the system build and refine it.

In that setup, agencies don’t disappear. They just move up the ladder. Less execution, more counsel. Less button-pushing, more steering.

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