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Butler/Till's early wins with agentic media buying are cutting costs while The Trade Desk faces advertiser defection, signaling a fundamental shift in how media is bought and who controls the process. Simultaneously, the industry is grappling with AI's overhyped value and the viability of principal media models post-WPP.
Agentic media buying is moving from theory to practice, with early tests demonstrating real cost reductions in media spend and supply chain efficiency.
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Gen AI's promised value in media is being questioned as publishers like WaPo face subscriber backlash over algorithm-driven pricing and content quality concerns.
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