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Oct · 5 min read
An AI buyer does what it was trained to do. The Concourse v1 benchmark found that models trained to complete media buys did exactly that: 55 of 96 runs finished with signed portfolios. In 95 of those…
Oct · 5 min read
When evaluating an agentic advertising platform, marketing managers should look at three things before anything else: what the agent actually does autonomously, what it requires human approval for,…
Oct · 7 min read
Agentic advertising is the model where AI agents negotiate, agree, and execute media deals within mandates set by human teams. This page answers the questions buyers, publishers, and marketing teams…
Sep · 4 min read
More agents, more direct relationships, fewer intermediaries. The verification problem does not simplify as the path shortens. It gets harder.
Sep · 5 min read
A model-driven seller needs to operate differently from a policy-rule system at the deal structure, communication, and approval logic level. This is the sell-side architecture piece the market is missing.
Sep · 4 min read
The current model requires a pre-built DSP-SSP integration for every buyer-seller relationship. Agent-to-agent negotiation changes what infrastructure needs to exist before trading can start.
Sep · 4 min read
Bilateral terms, mutual deal record ownership, and multi-round negotiation are structural differences from programmatic. This is not faster programmatic buying.
Sep · 5 min read
The programmatic stack does not need to be replaced. It needs a new layer on top: the negotiation and governance infrastructure that handles what APIs were never designed to do.
Oct · 5 min read
When a buy-side agent negotiates directly with a sell-side agent, several of the intermediary layers that currently sit between advertiser and publisher become unnecessary. The supply chain does not…
