"AI agents have become a focal point for media agencies and brands hoping to move AI tech past potential and into practical benefit. Agencies across the industry, from giants like WPP to indie shop Mediassociates have already begun using agents in an advisory capacity; they've developed programs that can make audience-segment suggestions based on client briefs, run competitor analyses or suggest potential search keywords."
"The process cuts out the use of a DSP and other ad tech "middlemen", Lammela said: "It's [an] opportunity to skip a lot of the wastefulness, bid duplication, even DMPs potentially - all the ad tech players in the middle of that process that are taking their cut." Beginning in October, Butler/Till devoted an eight-person team to the project, with the aim of delivering a 40% reduction in the costs associated with executing a media plan."
"Indie shop Butler/Till, for example, has been testing a media activation agent in partnership with Scope3. According to vp of channel activation Ryan Lammela, it's been testing a buying agent developed by Scope3. In basic terms, that agent - built using Anthropic's Claude model - interacts with a counterpart agent developed by supply-side firm Pubmatic in order to activate a media buy. Both use the AdCP protocol."
Media agencies are moving AI agents from advisory roles into operational execution of media buys. Agencies already use agents for audience-segmentation suggestions, competitor analysis and keyword identification. An agent capable of executing buys represents a major trust threshold because it can handle high-value bids. Butler/Till tested a media activation agent built with Anthropic's Claude that communicates with a Pubmatic supply-side agent via the AdCP protocol. The process can eliminate DSPs and other ad-tech middlemen, reduce waste and bid duplication, and target a 40% reduction in execution costs while enabling faster optimization and improved media selection.
Read at Digiday
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