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"“Agentic media puts buyers directly in touch with the publisher's ad server and moves other middlemen from the transaction,” says Aditude VP of strategy Justin Wohl."

"Marketers and publishers are testing agentic solutions for media buying. But it's unclear whether agents will simplify or further obscure the programmatic supply chain."

"The Trade Desk CEO Jeff Green, however, was skeptical of the inefficiencies created by gaggles of AI agents buying media from gaggles of publishers."

"Regardless, if retailers are to make hay of their brick-and-mortar footprints, they must repurpose those locations into hybrid ecommerce pickup, warehousing and fulfillment centers, while preserving the in-store shopper experience."

Agentic solutions are being tested for media buying, with uncertainty about whether they will simplify or obscure the programmatic supply chain. Skepticism exists about inefficiencies from multiple AI agents buying from multiple publishers. Proponents claim agentic systems can remove intermediaries and improve yield by placing buyers directly in touch with publisher ad servers. Publishers view these changes as potentially increasing working media, meaning revenue earned after technology and data fees. Separately, grocery and retail operations face complex supply chains and thin margins, prompting store upgrades tied to data-driven retail marketing. Retailers aim to repurpose physical locations into hybrid ecommerce pickup, warehousing, and fulfillment centers while maintaining the in-store experience. Microdrama apps are growing rapidly, with substantial consumer spending and in-app monetization.

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