Media Briefing: Step by step, publishers are building toward an agent-led ad business

This week’s Media Briefing looks at how publishers are laying the rails for agent-led buying. We look beyond the hype at the reality of what agents are in play today within publishers’ commercial operations and what’s moving into the pilot phase.

• The promise of agentic AI-driven media buying is promising for publishers because it could wipe away some of the legacy headaches caused by programmatic ad trading.
• Why the BBC sees documentaries as a core part of its U.S. subscription goals.

Agents aren’t a demo anymore; publishers have them running real jobs. 

This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.