Do AI agents have a place in programmatic advertising?

"If programmatic advertising is already automated, then what's the point of integrating AI agents? That's the question I had on my mind heading into this month's Digiday Programmatic Marketing Summit in New Orleans, La. And it's the question I put to a host of programmatic experts in attendance, from agencies to ad tech vendors. Their answers varied, but ultimately the consensus was that AI agents do have a role to play in programmatic advertising workflows, albeit a very specific one."

"Blu is essentially a content marketing platform that uses a variety of LLMs to help the independent agency's clients craft broader business goals through the prism of media Analysts and media buyers expect 'upward pressure' on CPMs, should Netflix win the tussle with Paramount. The DSP/SSP company wants to make it easier for buyers to funnel budgets from smaller brands into live sports TV ad avails."

Programmatic advertising already includes automated processes, yet AI agents can provide targeted assistance within specific workflow tasks. Programmatic experts see AI agents as useful for defined functions rather than wholesale automation replacement. Blu functions as a content marketing platform that employs various LLMs to help independent agency clients align broader business goals with media strategies. Market dynamics could shift advertising costs; analysts and media buyers anticipate upward pressure on CPMs if Netflix prevails in its dispute with Paramount. A DSP/SSP firm aims to simplify routing budgets from smaller brands into live sports television ad availabilities.

Read at Digiday