News Corp-owned U.K. tabloid The Sun is building an AI agent for its programmatic business

British tabloid newspaper The Sun is building an AI agent for its programmatic advertising business, as it looks to prepare for when demand-side partners push agentic media buying at scale.

The Sun’s evp and publisher Dominic Carter said he has been watching the recent technological developments and demand for agentic media trading from the likes of ad tech firms Scope3 and agency holding group WPP, with close interest. Now, he wants The Sun, which is published by News UK – News Corp’s U.K. publishing arm – to develop an in-house AI agent that can communicate directly with a buy-side AI agent.

“This is coming,” Carter said onstage at the Digiday Publishing Summit Europe conference in Lisbon, Portugal on Monday (Oct. 27). Though light on details, Carter said The Sun is “watching and building and making sure that we’re ready… It’s going to be down to client adoption. And we just have to be able to play in that space… You have to be able to work wherever the money is.”

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