How Agentic Buying Is Changing the Role of the US Agency Trading Desk
Sep · 4 min read
Agentic buying shifts the agency trading desk from execution management to mandate governance, supply path strategy, and agent performance oversight.
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What US CMOs Need to Know About Agentic Advertising
Sep · 4 min read
US CMOs need to understand that agentic advertising shifts the strategic conversation from campaign configuration to mandate governance, requiring new accountability frameworks and cross-functional alignment before agents are deployed at scale.
How US Advertising Agencies Are Using AI for Programmatic Buying
Sep · 3 min read
US advertising agencies are deploying AI across planning, bidding, and optimisation to reduce manual work, improve targeting, and respond to campaign signals faster than human teams can manage alone.
Explainer
What US Holding Company Agencies Need to Know About Agentic Advertising
Sep · 3 min read
US holding company agencies face distinct challenges in adopting agentic advertising: cross-client mandate governance, liability for agent decisions made at scale, and the question of whether to build proprietary agent infrastructure or adopt neutral ma...
The Agentic Advertising Platforms US Agency Trading Desks Are Evaluating Right Now
Sep · 4 min read
US agency trading desks are beginning to evaluate agentic advertising platforms. This article describes the categories of platform in the market, what each offers, and the questions trading desks should ask before committing.
How Agencies Are Using AI for Programmatic Buying
Sep · 4 min read
Agencies are using AI in programmatic buying in two distinct ways: AI-assisted optimisation within conventional auction-based programmatic, and mandate-governed agentic bilateral deal negotiation. The governance requirements differ significantly.
How Trading Desks Are Restructuring for Agentic Workflows
Sep · 4 min read
How agency trading desks are reorganising around mandate governance, agent oversight, and deal record management as buy-side agents take over the execution layer of bilateral deal negotiation.
How Agency Trading Desks Will Evolve in an Agentic Market
Sep · 4 min read
The shift from execution to governance at agency trading desks: what changes at the function level, the new capabilities desks need to build, and what clients should expect from a desk that has made the transition.
What Does a Media Agency Actually Do When Agents Handle the Buying?
Sep · 5 min read
Agents can execute buying decisions faster than human traders. They cannot define the campaign mandate, configure their own constraints, or take accountability for outcomes. The agency's role is relocated to mandate design and governance.
How Agencies Are Deploying AI for Programmatic Buying: From Automation to Agent Mandates
Sep · 5 min read
Agencies have been automating programmatic since it began. Agentic advertising changes the level of the buying stack that gets automated, and that changes the work agencies need to do.
The WPP Research on Agentic Advertising: What the Findings Mean for Buyers
Aug · 8 min read
Breaking down WPP's findings and what they signal for brands considering their first agentic pilot.