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This week’s Future of TV Briefing recaps two sessions from last week’s Digiday Programmatic Marketing Summit about how agencies’ programmatic buying teams are evolving.
Agentic agencies
Netflix-WBD, WBD-Paramount, Paramount-Trump and more
Agentic agencies
More and more TV and streaming ad buying is being done programmatically. And more and more, AI agents are beginning to be...
As each holding company and agency rushes to assemble its own version of an AI-driven platform, Horizon Media is pitching its version, Blu, as kind of the anti-black box consultancy that helps clients not only build campaigns but find pools of customers they may otherwise have missed.
Overseen by Bob Lord, Horizon Media’s president, and run by Domenic Venuto, Horizon’s chief product and data...
Netflix and Paramount’s competing bids for Warner Bros. Discovery (WBD) will dominate the next act of the streaming wars.
Brands and media buyers will have to pay close attention to whichever rival proposal wins out (barring unforseen other bidders). Further consolidation in the media industry will have repercussions for advertisers and the price they pay to reach a Balkanised viewing public...
Curation spent much of this year in a fog, loosely defined and inconsistently applied. Agencies say they plan to tighten the screws in 2026, reclaiming some control over what the term actually means — and how it’s used in practice.
That shows up in moves like Butler/Till’s, which quietly, but materially, shifted where decisions get made. Earlier iterations of curation leaned heavily on static...
This State of the Industry report, with partner insights from Instacart, explores how brands and agencies are expanding their audience reach through off-site retail media advertising.
Retail media advertising’s popularity has surged over the past few years, with many retailers increasing their investments in this space as others venture into retail media for the first time. There are now more...
Claire Nance, head of gaming business success strategy, Activision Blizzard MediaWhat began three years ago as a forum to validate gaming’s potential has evolved into something more. This November, Gaming Day returned to New York City for its third year, initiated and organized by 4As and hosted by Activision Blizzard Media. The questions driving the day — which featured keynotes, panels and...
This WTF guide, with partner insights from Talon.One, explores why brands should move away from a siloed approach to loyalty and promotions, and should instead implement a unified incentives marketing strategy to create long-term customer value and differentiate themselves in a competitive marketplace.
Loyalty, promotions and discount programs are moving up the C-suite agenda as more brands...
Demand for live sports TV ad opportunities is riding high among marketers and media buyers. In response, media companies are continuing their industry-wide effort to lower barriers to entry for smaller brands.
The latest effort comes from DSP and SSP provider Nexxen, which has put together a sports-dedicated suite of programmatic “packages” around major sporting events like next year’s soccer...
PMG has taken a swing at one of the knottiest pasts of modern media buying: CTV. The independent agency has built its own buying platform, pulling a crucial layer of programmatic machinery in-house as marketers grow louder about the opacity and nebulous plumbing that define CTV.
The platform, called Alli Buyer Cloud, sits inside PMG’s broader operating system Alli. It’s currently in alpha...
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The technical foundation of programmatic advertising is being updated to accommodate AI agents. But do ad buyers really want AI agents involved in their programmatic ad buying?
Yes and no. That may seem like a mixed answer, but it was clearly made by agency executives throughout last week’s Digiday Programmatic Marketing Summit in New Orleans, La. ...