"The philosophy of the agency is everybody, top to bottom, has to use these agentic AI tools as a philosophy of the agency,"
"Now that we've consolidated the teams, now that we're trying to bring AI and these different ways of working into our day to day, we are revamping all of our processes. And the first thing that we did is we decided that everybody needed hands-on-keyboard experience,"
More TV and streaming ad buying is being executed programmatically while AI agents are being integrated into programmatic advertising workflows. Horizon Media consolidated separate planning and buying groups into a single programmatic team with sub-teams for client accounts to increase hands-on experience with programmatic tools. The agency revamped processes and required everyone to gain hands-on-keyboard experience with AI-driven workflows. BarkleyOKRP adopted a philosophy that all employees, top to bottom, must use agentic AI tools. Agencies are organizing teams and educating employees to work alongside and oversee AI tools powering programmatic TV and streaming ad buying.
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