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Oct · 5 min read
How does agent-to-agent negotiation apply to CTV inventory? Agent-to-agent negotiation applies to CTV inventory through the same deal-based mechanism it applies to any programmatic inventory, but with…
Oct · 5 min read
How does agentic advertising help small advertisers reach premium TV inventory? Agentic advertising helps small advertisers reach premium TV inventory by automating the deal management process that…
Sep · 5 min read
CTV's fragmented identity infrastructure creates a specific verification challenge for model-driven buyers. Here is what needs to be true for agent-executed deals to hold.
Sep · 5 min read
Intermediary costs, minimum spend thresholds, and negotiation friction keep SME budgets out of premium television. An honest look at what would need to change.
Sep · 5 min read
Removing managed service overhead lowers the practical entry point for television advertising. What that means for campaign structure, and what a smaller advertiser needs to have in place.
Sep · 5 min read
95 of 110 AI-negotiated contracts had sub-70% viewability floors. In CTV, where standards are more stringent, that gap is a serious problem. Here is what the contract needs to fix it.
Sep · 5 min read
Deal structure, approval rights, and audit trail differ significantly between AI-negotiated CTV deals and open exchange buys. Here is how, and why the DealSheet is the governing layer.
Sep · 5 min read
Fragmented supply, deal-based inventory, and tight targeting make CTV the most demanding environment for a model-driven buyer. Here is why, and what the data shows.
Jul · 9 min read
CTV access is now open to any budget. Why the ability to verify what you paid for, and what it actually delivered, has not kept pace.
Sep · 4 min read
Programmatic guaranteed and agent-to-agent CTV buying both aim to transact premium inventory at pre-agreed prices. The structural difference is in who holds the deal record, how that record is written, and how reconciliation works post-campaign. In prog...
Sep · 5 min read
A CTV media buying mandate is more specific than a general display mandate. It needs to define which broadcaster and content categories the brand will appear against, what CPM ceilings apply by category, what audience data permissions the agent holds fo...
Sep · 5 min read
A CTV publisher preparing to receive agentic proposals needs a sell-side mandate that goes further than a standard programmatic floor configuration. It needs CPM floors by content category and daypart, buyer category restrictions, audience data conditio...
Sep · 4 min read
Connected television inventory has long been traded through direct insertion orders or programmatic guaranteed arrangements that require significant human involvement at every stage. Agentic buying changes the process, not the principles. A buy-side age...
