Why agentic media buying is becoming a client-by-client configuration job

By Kimeko McCoy • August 11, 2026 •

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There’s a lot of promise in agentic media buying. The issue is in the governance.

Butler/Till should know. The independent media agency has been testing programmatic media buying agents for months now, concluding at least half a dozen new tests since May, Scott Ensign, chief strategy officer at Butler/Till, told Digiday.

Experiments started with CTV now include online video, display and streaming audio. But with each new client, LLM platform or channel expansion, the guardrails change.