Disney, Paramount, Warner Bros. Discovery, and other upfront sellers are seeking discussions with advertisers about incorporating AI agents into ad buys. The upfront cycle is positioned as the place to align with the buy side on how agentic capabilities can be integrated into ad deals. Disney has tested agentic advertising capabilities and is using the upfront to explain how AI agents can participate in negotiations. NBCUniversal previously tested agentic AI for selling ads during a live NFL game, and Netflix and Warner Bros. Discovery highlighted their own agentic efforts in upfront presentations. Paramount is testing an AI seller agent in closed beta that can connect buyer agents across agentic advertising protocols and explore packages matched to advertiser briefs.
"“The upfront is where we have that conversation,” said Disney svp of addressable sales Jamie Power. Disney has been testing agentic advertising capabilities and sees the upfront cycle as an opportunity to discuss with the buy side how to incorporate AI agents into ad deals. And it's far from the only upfront seller looking to have those conversations."
"After NBCUniversal's test earlier this year of using agentic AI to sell ads in a live NFL game, companies including Netflix and Warner Bros. Discovery took the opportunity to tout their own agentic efforts in their upfront presentations earlier this month. Paramount, for example, has developed an AI seller agent that it is testing in a closed beta period."
"“Clients will be able to connect buyer agents across both the IAB [Tech Lab's Agentic Advertising Management Protocols] and [the separate Ad Context Protocol] and explore packages that best fit their brief across our inventory,” said Leo O'Connor, evp of streaming at Paramount's advertising division."
"“OpenRTB can streamline and automate the buying of certain things, but understanding bespoke ad formats, different sponsorship integrations - OpenRTB doesn't really do that. But you can ask those questions of an [AI] agent and get t"
#ai-agents #programmatic-advertising #tv-upfronts #addressable-advertising #agentic-advertising-protocols
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