To some, agentic media buying tools could fix some of programmatic advertising’s oldest headaches — ad-tech taxes, supply-chain murkiness, even the decline of the open web’s appeal and addressability. To others, it risks doing the opposite: adding another layer of opacity and pushing an already complex system into even greater chaos.
The debate resurfaced recently after Omnicom CEO John Wren said the holdco was testing agent-to-agent media buys designed to create more direct publisher relationships and reduce what he described as the “toll” taken by ad-tech intermediaries. Stagwell and Butler/Till are among the other agencies notably pushing ahead with similar tech.
And while that may sound good to publishers, open-exchange programmatic advertising has also taught them not to trust the upside.
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