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

McKinsey & CompanyMay 6, 2026McKinsey Growth Marketing PracticeRead original

Last updated Apr 18, 2026 by the ATDb Editorial Team

Summary

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.

Details

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.