Agentic AI and the Programmatic Stack: How Autonomous Buying Agents Will Reshape DSPs and SSPs

McKinsey's marketing technology practice publishes a research report examining how agentic AI systems are beginning to automate media buying decisions end-to-end, potentially disintermediating traditional DSP interfaces. The report includes survey data from 200 enterprise advertisers on their readiness and concerns around autonomous AI media buyers.

McKinsey's marketing technology practice publishes a research report examining how agentic AI systems are beginning to automate media buying decisions end-to-end, potentially disintermediating traditional DSP interfaces. The report includes survey data from 200 enterprise advertisers on their readiness and concerns around autonomous AI media buyers.