Monday, June 29th, 2026 – 12:35 am
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As agentic advertising gains momentum, publishers now face a familiar quandary in a new form.
The promise of agentic advertising is appealing. If software can automate planning, packaging, forecasting, proposal generation and campaign execution, publishers should be able to operate more efficiently while connecting buyers and sellers more directly.
The question is whether the market incentives around those agents will be any different from the incentives that shaped programmatic advertising.
