This week’s Media Briefing looks at how publishers are laying the rails for agent-led buying. We look beyond the hype at the reality of what agents are in play today within publishers’ commercial operations and what’s moving into the pilot phase.
- The promise of agentic AI-driven media buying is promising for publishers because it could wipe away some of the legacy headaches caused by programmatic ad trading.
- Why the BBC sees documentaries as a core part of its U.S. subscription goals.
Publishers are rolling out agents – now comes the hard part
Agents aren’t a demo anymore; publishers have them running real jobs.
Today it’s RFP interpretation, planning, pacing, and curation. Next up: direct pipes, fewer hops, and a smaller take-rate.
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