No playbook, just pressure: Publishers eye the rise of agentic browsers
Agentic AI browsers that read, summarize, and act on content threaten to disintermediate publishers by replacing referral traffic and audience relationships.
For SSPs, What's In A Name?; A Pillar Of The Community | AdExchanger
The Trade Desk labels all SSPs as resellers, disadvantaging their supply and provoking SSPs' opposition over publisher control and advertiser preference.