As programmatic faces signal degradation, agentic advertising offers a solution

"The challenge is that the structure of a real-time auction forces each party to use only a small amount of signal due to the overwhelming complexity of trying to plan, buy and optimize across hundreds of permutations."

"While publishers know their audiences are valuable, if buyers can't accurately find or evaluate that inventory at the speed programmatic demands, everyone loses."

"Deal-based packaging, programmatic guarantees and audience curation have become popular workarounds for the challenges in the programmatic infrastructure."

Traditional programmatic advertising faces challenges from fragmentation, privacy shifts, and signal noise, leading to diminished confidence in workflows. The real-time auction structure limits effective planning and optimization. Agentic advertising offers a new paradigm that enhances the value of premium publishers and improves efficiency for advertisers. Current workarounds like deal-based packaging and audience curation aim to bridge gaps between buyers and sellers, but the traditional workflow lacks real-time collaboration, hindering success in the advertising ecosystem.

Read at Digiday