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How AI costs are quietly reshaping principal media deals

AI doesn’t have a price. Principal media is absorbing it anyway.

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digiday.com

adexchanger.com

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AI · summaries

digiday.comStai leggendo2 g fa

How AI costs are quietly reshaping principal media deals

Ad agencies bundle AI infrastructure costs into principal media deals: clients route 70% of budget through wholesale inventory to cover token expenses via markup. The model obscures compute from P&Ls and reveals how agencies defer transparent token pricing until market standards settle.

originale

adexchanger.com1 g fa

Standing On Principal; Google Ads Gets A Security Update | AdExchanger

Google Ads mandates passkey authentication for all API users by August 5, with a seven-day trust window before full activation. Agencies and vendors must configure access immediately to prevent account disruption during team onboarding and token operations.

Timeline cronologica

lunedì 27 luglio 2026·digiday.com
How AI costs are quietly reshaping principal media deals
AI doesn’t have a price. Principal media is absorbing it anyway.
martedì 28 luglio 2026·adexchanger.com
Standing On Principal; Google Ads Gets A Security Update | AdExchanger
Why some holdcos will pay for clients' AI costs; Google requires Ads API customers to have passkeys; and microdramas struggle with the ethics of AI likenesses.

How AI costs are quietly reshaping principal media deals

Standing On Principal; Google Ads Gets A Security Update | AdExchanger

Timeline cronologica

How AI costs are quietly reshaping principal media deals

Standing On Principal; Google Ads Gets A Security Update | AdExchanger

Omnicom CEO: ‘The marketplace hasn't seen what the cost of this AI is’