What Does A Beta Test Of A Sell-Side Agent Look Like? | AdExchanger

"Essentially, a sales agent is powered by an LLM model, and it effectively sells our inventory on our behalf to buy-side agents. We're still quite early. We're in the design phase and scoping out how all of that looks."

"Agents could handle smaller, highly segmented deals that traditional sales teams often ignore due to high transaction costs. There are countless opportunities that never get executed because they're too small or customized. By automating discovery and execution at scale, agents could reduce friction for both publishers and buyers, potentially limiting revenue lost to intermediaries."

Publishers are moving beyond traditional machine learning automation to explore agentic AI for ad optimization. Sales agents powered by large language models actively negotiate auctions on behalf of publishers, selling inventory to buy-side agents. Industry collaboration through Prebid and AdCP provides open frameworks for testing these agents. Key applications include serving smaller clients with personalized support and handling highly segmented deals that traditional sales teams ignore due to high transaction costs. By automating discovery and execution at scale, agents reduce friction between publishers and buyers while potentially recovering revenue lost to intermediaries. Early adopters from various sectors are currently testing sell-side agent implementations.

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