‘Humans at the helm, agents in the loop’: WPP is testing a buyer ageny for video, but it’s bigger bet is on governance

Marketers are nervous about agentic media buying. WPP is betting governance is the answer. 

Which is why alongside the launch of its Buyer Agent for Video yesterday (June 18), it unveiled a coalition of premium media owners including Disney, Netflix, NBCUniversal, Paramount and Fox as well as standards bodies IAB Tech Lab and Prebid.org. It is, for all intents and purposes, a message to skeptical marketers: look how many responsible adults are in the room. Because their concern isn’t just about what agents might do wrong. It is about what marketers are being asked to give up.

“Autmation for us isn’t the goal, better decision making is the goal,” said Lauren Wetzel, global president of data and technology solutions at WPP.

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Omnicom Media rolls out research showing the need for CTV advertising to change its ways

Have you ever binge-watched a show on a streamer that carries advertising, only to see the same unskippable ad over and over again — to the point where you swear you’ll never buy that product because they’ve hounded you and interrupted your content experience? 

Omnicom, via its Omnicom Media and Omnicom Production arms, plans to tackle not only this frequency problem, it’s also trying to bring a greater degree of contextual relevance to the advertising  — rather, content — it is creating, planning and activating on behalf of several clients. 

Digiday will cover several partnerships the holding company will announce at Cannes Lions next week, but today’s story delves into the research out of Omnicom Media Intelligence that underpins the approach. 

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