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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...
Sep · 4 min read
SSPs are adapting to agent-to-agent media buying by building sell-side agent capabilities and integrating with neutral marketplaces that provide bilateral deal record infrastructure. For publishers who currently route inventory through an SSP, the key q...
Sep · 4 min read
Publishers set deal terms for autonomous buying agents through a sell-side mandate: a human-approved governance document that defines the parameters within which the sell-side agent can act. A well-structured mandate covers CPM floors, inventory categor...
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...
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
Publishers need three things before they can accept deals from autonomous buying agents: AdCP-compliant integration so their systems can receive and parse structured proposals; a sell-side mandate that defines the parameters for autonomous acceptance; a...
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.
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...
Sep · 2 min read
US publishers can grow revenue through agentic advertising by offering sell-side agents that negotiate directly with buy-side agents, producing bilateral deal records that command premium pricing compared to open-market auction inventory.
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...
Sep · 3 min read
Publishers working with autonomous buy-side agents need to define deal parameters their sell-side infrastructure can communicate and enforce. This article explains what that looks like in practice.
Sep · 3 min read
The two main standards for agent-to-agent advertising: IAB Tech Lab's AAMP, the industry framework for agent communication and deal workflows, and AdCP, a separate protocol published by AgenticAdvertising.org.
Sep · 4 min read
Publishers verify agent-negotiated deals through three layers: agent identity verification, mandate verification against proposed terms, and deal record verification using the shared DealSheet post-campaign.
Sep · 4 min read
Price negotiation between buy-side and sell-side agents works through structured bilateral proposal exchange, not auction. The buy-side mandate carries a CPM range; the sell-side mandate carries a CPM floor. Agreement is reached when both ranges overlap.
Sep · 4 min read
Agent-to-agent deal reconciliation works from the shared DealSheet outward. Both parties agreed the terms before any impression was served; the DealSheet is the reference point for post-campaign verification.
Sep · 4 min read
The core components of a sell-side agent mandate: inventory classification, CPM floors, deal type parameters, audience data permissions, and approval thresholds. What good looks like and who should write it.
Sep · 4 min read
Publisher sell-side agent deployment patterns in 2026: the three core functions sell-side agents are performing, what publishers need before deployment, and how buyers should assess sell-side readiness.
Sep · 4 min read
The three requirements for publisher readiness: protocol-compliant integration, a sell-side mandate framework, and deal record infrastructure. The most common gaps and how to prioritise readiness work.
Sep · 4 min read
The protocol, deal record, and mandate infrastructure that makes genuine agent-to-publisher negotiation possible, and the questions to ask publishers to find out if they are ready.
Sep · 6 min read
MFA detection happens post-buy today. In agentic advertising, the deal is agreed before the buy, moving quality evaluation to the point of negotiation or turning post-buy detection into an audit of a fait accompli.
