Butler/Till's first agentic media buying tests cut media and supply chain costs

"This was an early test, a successful one, and a clear proof point that agentic buying can drive real, measurable performance. We saw meaningful cost efficiencies, impression over‑delivery, and high‑quality inventory without trading off a single thing."

"The test delivered an 82% reduction in supply chain costs (particularly demand-side platform, or DSP, tech fees) translating into a higher proportion of working media made available for the campaign's budget. Those savings led to a 40% lift in impressions delivered and a 30% fall in cost-per-thousand (CPM) rates."

Butler/Till, an independent media agency, completed the first test of an agentic programmatic media-buying system for Geloso Beverage Group. The experimental campaign ran across CTV, online, and mobile app publishers including Samsung, Paramount, Vizio, and Tubi between December 2025 and January. Results demonstrated an 82% reduction in supply chain costs, particularly DSP tech fees, which increased working media availability. The campaign delivered a 40% lift in impressions and a 30% reduction in CPM rates while maintaining industry benchmarks for fraud and inventory quality. This success represents a proof point for AI-assisted media buying as agencies develop agents using AdCP and MCP protocols.

Read at Digiday