58% of ad executives expect agentic ad buying to scale by 2027

The shift toward agentic ad buying suggests a fundamental transition from manual programmatic management to high-level oversight. For the streaming ecosystem, this means buy-side agents from firms like WPP could soon interact directly with sell-side agents from publishers like CNN, potentially reducing the need for traditional ad tech intermediaries. However, the immediate impact is limited to efficiency gains in reporting and analysis rather than a total overhaul of campaign performance. As Omnicom CFO Phil Angelastro noted, the primary value lies in improved ROI measurement through automated data processing. Watch for whether Georgia-Pacific and other major advertisers move past their current caution to build internal agents that bypass agency-led systems.