This State of the Industry Report, sponsored by Optable, examines agentic advertising and how publishers, advertisers and agencies are interacting with the medium — from investment and readiness to barriers and impact.Agentic AI is the latest optimization tactic across media, supporting initiatives like agentic advertising. However, because agentic AI is described as “a situation where multiple AI agents work together to complete complex tasks, with minimal oversight or intervention from a human user,” according to Digiday, teams are in various phases of testing and adoption.
Agentic AI, in the context of advertising specifically, is the use of autonomous and semi-autonomous AI agents to plan, transact and optimize media.
While Chief Innovation Officer at People Inc. (formerly Dotdash Meredith) Jon Roberts recently told Digiday, “there is a trust gap to be solved before this really gets deployed,” agentic AI’s overall promise — saving time so creatives and media planners can use more of their time for thinking than for manual, tedious tasks — is likely to push advertisers, agencies and publishers toward further adoption.
In this State of the Industry report, Digiday and Optable surveyed 180 agencies, publishers, brands and retailers about how they engage with agentic advertising and AI-driven media execution — from investment and readiness to barriers and impact.
