Omnicom has started using AI agents to buy media. On its Q1 earnings call on Tuesday, the holding company said it has already executed live buys for several clients through an agent-to-agent framework. In practice, that means software is autonomously purchasing ad inventory directly from publishers, bypassing the ad tech middlemen that Omnicom says cream off a slice of every client’s media budget.
The move is one of the more concrete signs yet that the holdcos are serious about dismantling the programmatic supply chain they’ve long complained about but remained dependent on.
CEO John Wren, who on the call described ad tech intermediaries as extracting a “toll” paid ultimately by clients, said shortening the path between Omnicom and publishers is a strategic priority the company is actively investing in. He added: “There aren’t too many major groups that are looking to have more direct relationships with the publishers. That is an objective, and it’s something we’re investing in as we sit here today.”
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