How Agentic AI Is Disrupting the Traditional Demand-Side Platform Model

Gartner VP Andrew Frank examines how autonomous AI agents capable of executing media buys, creative optimization, and audience segmentation without human intervention are beginning to challenge the traditional DSP architecture. The analysis covers how platforms like The Trade Desk and Google DV360 are responding with their own agentic layers, and what this means for the role of trading desks. Frank argues that the DSP as a human-operated interface may become largely obsolete within three to five years.

Gartner VP Andrew Frank examines how autonomous AI agents capable of executing media buys, creative optimization, and audience segmentation without human intervention are beginning to challenge the traditional DSP architecture. The analysis covers how platforms like The Trade Desk and Google DV360 are responding with their own agentic layers, and what this means for the role of trading desks. Frank argues that the DSP as a human-operated interface may become largely obsolete within three to five years.