"Omnicom has started using AI agents to buy media, executing live buys for several clients through an agent-to-agent framework that bypasses ad tech middlemen."
"CEO John Wren described ad tech intermediaries as extracting a 'toll' paid ultimately by clients, emphasizing the strategic priority of shortening the path to publishers."
"Head of AI Paolo Yuvienco stated that the infrastructure for agentic media buying had been proven, with successful money flow to publisher inventory."
"Yuvienco noted, 'We've actually executed real media buys for several clients using our agent framework, doing agent to agent buying, which is all in service to shortening the media supply chain.'"
Omnicom has implemented AI agents for media buying, allowing software to autonomously purchase ad inventory from publishers. This approach aims to eliminate the need for ad tech intermediaries, which take a portion of clients' budgets. CEO John Wren emphasized the importance of establishing direct relationships with publishers. The company has already executed live buys for clients using this agent-to-agent framework, which is designed to shorten the media supply chain and improve margins by reducing dependency on traditional DSPs and SSPs.
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