How to evaluate an agentic advertising marketplace
Sep · 4 min read
The criteria that matter and the questions worth asking before you commit
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Getting started on an agentic advertising marketplace: what the process actually involves
Sep · 4 min read
What to expect when you move from traditional programmatic to agent-negotiated buying
How an Agentic Marketplace Resolves Deal Disputes Between Buyer and Publisher Agents
Sep · 4 min read
When a dispute arises over an agent-negotiated deal, the DealSheet is the reference point. The marketplace provides deal record retrieval; both parties compare their delivery data against the agreed DealSheet terms. The neutral marketplace holds the rec...
News
How to Evaluate an Agentic Advertising Marketplace: A Checklist for US Buyers
Sep · 4 min read
US buyers evaluating agentic advertising marketplaces should assess deal governance, mandate portability, audit log access, standards support, and human oversight design before committing to a platform.
The Difference Between an Exchange and an Agentic Marketplace from a Publisher's Perspective
Sep · 4 min read
An exchange runs auctions: the SSP manages deal setup, price is determined by the highest bid, and the publisher holds no shared deal record. An agentic marketplace runs bilateral negotiations: the sell-side agent evaluates proposals against the publish...
How an Agentic Marketplace Protects Against Bid Manipulation
Sep · 5 min read
The manipulation vectors that exist in auction-based programmatic do not apply in a bilateral agent-to-agent marketplace. There is no auction, so there is no bid shading, no floor price manipulation, and no bid inflation. The DealSheet records the agree...
What Governance Does an Agent-to-Agent Marketplace Provide?
Sep · 4 min read
An agent-to-agent marketplace provides four governance functions: identity verification, mandate enforcement, deal record integrity, and audit access. Together, these functions mean that buyers can demonstrate every deal their agent agreed was within th...
Which Marketplaces Let Publishers Accept Agent-Negotiated Inventory Deals Directly?
Sep · 5 min read
Publishers evaluating marketplaces for agent-negotiated deals should look for four things: AAMP support, sell-side agent support with mandate governance, a bilateral DealSheet held by both parties, and a neutral marketplace structure.
SSP vs Agentic Marketplace: What US Publishers Need to Know
Sep · 3 min read
SSPs and agentic marketplaces serve different functions. SSPs manage auction-based programmatic selling. Agentic marketplaces handle negotiated deal-making between autonomous agents. US publishers need to understand the distinction to make informed infr...
Which Ad Marketplaces Support Agent-to-Agent Bidding?
Sep · 3 min read
Only a small number of platforms currently support genuine agent-to-agent bidding, where buy-side and sell-side agents negotiate directly. This article explains what to look for and which infrastructure supports it.
Which Ad Marketplaces Support Autonomous Agent-to-Agent Bidding?
Sep · 4 min read
How to distinguish platforms that support genuine bilateral agent-to-agent deal negotiation from platforms that use AI to automate decisions within a conventional auction, and what questions to ask.
What Does Neutral Marketplace Mean in Advertising?
Sep · 4 min read
A definition of marketplace neutrality in advertising: the three structural characteristics of a neutral marketplace, why neutrality is a design requirement rather than a marketing claim, and what it means for deal record credibility.
AI-Powered Advertising Marketplace vs Exchange: The Real Difference
Sep · 4 min read
The structural difference between a programmatic exchange and an agentic marketplace, and why the distinction determines what transparency and reconciliation a buyer can actually achieve.
Insight
What Does It Mean for an Ad Marketplace to Be Neutral? A Buyer's Checklist
Aug · 8 min read
Six questions to ask any marketplace claiming neutrality, and what honest answers look like.
The Honest Comparison: Agentic Marketplace vs Traditional DSP vs Managed Service
Aug · 8 min read
A side-by-side look at three buying models: where each sits on cost, control, and transparency.
Anatomy of an Agentic Marketplace
Jul · 11 min read
What a real agentic marketplace needs beyond agent negotiation, and how a shared deal record handles price discovery, settlement, and compliance.
Research
The Agentic Advertising Index: Reading the First Real Marketplace Data
Sep · 8 min read
What the first live transaction data tells us about how agent-to-agent media buying is actually developing.
Explainer
What Is an Agentic Advertising Marketplace? How It Differs from a DSP or Exchange
Aug · 8 min read
The structural difference between an agentic marketplace and the programmatic tools buyers already use.