"The Sun's evp and publisher Dominic Carter said he has been watching the recent technological developments and demand for agentic media trading from the likes of ad tech firms Scope3 and agency holding group WPP, with close interest. Now, he wants The Sun, which is published by News UK - News Corp's U.K. publishing arm - to develop an in-house AI agent that can communicate directly with a buy-side AI agent."
""This is coming," Carter said onstage at the Digiday Publishing Summit Europe conference in Lisbon, Portugal on Monday (Oct. 27). Though light on details, Carter said The Sun is "watching and building and making sure that we're ready... It's going to be down to client adoption. And we just have to be able to play in that space... You have to be able to work wherever the money is.""
"Ad tech firms like Scope3 - using AdCP - will "ask the publishers to give them the audience that they're looking for, which means that we have to really think about us having an AI agent that talks with their AI agent... We've got to build that pretty quickly [because] someone's now talking about it... If the DSPs are starting to change, we have to reflect that; otherwise you become less valuable," Carter said in a previous conversation."
The Sun is building an in-house AI agent to enable direct communication with buy-side AI agents for programmatic advertising. Dominic Carter has closely monitored demand for agentic media trading from ad tech firms such as Scope3 and agency group WPP. The emergence of Ad Context Protocol (AdCP) and WPP's Open Pro standardizes agent-to-agent transaction language and agentic marketing platforms. Ad tech partners will request specific audiences, prompting publishers to create compatible agents quickly. Other large publishers plan experiments and seek demand-side partners to test agentic models. Publisher readiness is tied to client adoption and changing DSP behavior.
Read at Digiday
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