agentic AI

The deal is the latest sign that media buyers are moving closer to publishers to shorten supply paths and get at the audience data they need to train AI agents.

As B2B buying behavior shifts toward AI-assisted research, private peer conversations and dark social sharing, buyers become invisible to every measurement system the industry has built. 

If AI agents can plan and buy media, who needs a holding company? Good question. It came up during Omnicom’s Q3 earnings on Thursday.

Zeta Global has made 19 acquisitions in as many years. But, according to CEO and Founder David Steinberg, it turns down more deals than it closes.

Amazon Ads VP Kelly MacLean on how AI helps marketers connect the dots across the customer journey, with lower costs and better delivery in early tests.

Minerva wants to turn fragmented customer data into something marketers can use, with AI agents doing the work behind the scenes.

Agencies are pitching AI directly to CEOS; Xandr under fire for sharing sexual orientation data sourced from Grindr; and Publicis says brands don’t need to sweat big holdcos working for their competitors.

OAAA COO Patrick Dolan explains how the organization is changing to guide the out-of-home channel through programmatic’s agentic era.

When AI agents can churn out the strategy deck in seconds, agencies need a better pitch than “we do everything.”

An AI agent can stay inside its budget and still spend too much. It can log every decision. But the evidence of performance can still arrive after the money is committed.

NBCU, FreeWheel, Carat and Newton Research join forces for agentic AI CTV buys; Monday Night Football gets flooded with Texas Senate ads; and justifying “preferred by cats” in pet food ads.

PubX has acquired media-quality startup Compliant and raised a $5 million Series A as it expands its agentic ad-buying platform into the US.

Agencies are differentiating their tech stacks by building custom agentic AI tools for their clients. And they’re rethinking owning those AI tools – particularly since licensing them creates new revenue streams.

Upfluence guides brands through the process of finding and executing creator partnerships using its agentic system, Jaice.

Everybody wants to make the most of agentic AI in advertising. The winners will do it with purpose. Here’s how to make a plan, step by step.

In the AI era, according to Tim Frank, the man in charge of AI monetization at Microsoft, “information is the new bid.”

Sports leagues swimming in gambling ads cry foul over their players being harassed by gamblers; news publishers consider pivoting to bot audiences; how AI agents are already ruining the web.

Good marketing tools need to be accessible across teams and account for a company’s unique strategy. Marketing orchestration platform Auxia thinks its tools fit the bill.

McGrath left Prebid in June following five years as board chairman after stepping down as SVP of product management at Magnite. But now, overseeing Prebid will be his full-time job.

The company is launching an accelerator program to help tech vendors pitch their solutions in a way that makes sense to advertisers.

TWC is building a monetization model that treats weather as both a contextual and an emotional signal, and it’s using AI sales agents to bring it to market.

AI marketing platform Optimizely announced the launch of Virtual Teammates, blurring the line between human employees and AI assistants.

The second wave of retail media platforms are all about winning incremental new dollars. Plus: A peek into Validity’s “State of CRM Data Report 2026.”

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

TTD is introducing agentic AI workflow improvements and automated audience building, which are quickly becoming table stakes for programmatic platforms.

Agentic AI just ran a CTV campaign end-to-end through a new, agent-driven buying workflow with far less manual optimization and a lot less waste. Butler/Till’s Scott Ensign explains what that means for the future of programmatic.

OpenX CTO Joel Meyer, who was named Prebid’s new chairman, previews the org’s next phase and helping publishers navigate competing agentic protocols.

Wanna chat with your marketing mix model? Well, open-source tools and AI agents are making that possible.

AI can help make media buying more efficient. But it’ll take some more time before AI agents are a seamless part of the modern media buying process, says Goodway Group’s Andrea Kwiatek, director of strategic partnerships.

Liquid Death is all jokes and dark humor on the surface, but the canned water brand’s chief media and digital commerce officer, Benoit Vatere, takes measurement deadly seriously. He’s tackling one of the gnarliest problems in CPG: proving that media actually moves product off the shelves.