For some publishers, agentic advertising is still a question of ROI

Many publishers execs say — despite the hype — agentic media buying remains a test-and-learn proposition, rather than a proven source of returns.

That caution was clear in Digiday’s conversations with publishers at Advertising Week New York last week, where on-stage discussions dusted across the topic. Sessions on agentic media, tools and marketing were peppered throughout the programming of the four-day event.

But privately, publishers aren’t sold on its future. At least, not yet. 

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Media Buying Briefing: Synthetic audience adoption by agencies and clients takes off

More media planners, creative strategists and CMOs are basing marketing decisions on insights gleaned from the behavior of synthetic consumers.

The latest example comes courtesy of Goodway Group, which has struck a deal with data company Arima to incorporate insights drawn from a “synthetic population” of U.S., British and German consumers into its media planning processes, Digiday has learned.

According to Paul Frampton-Calero, CEO of Goodway Group, the solution will allow Goodway staff to run incrementality tests in a simulated environment, before verifying results with small-scale media activations. The hope is to execute against more accurate media plans, armed with rapidly generated test data.

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