Agentic AI pushes programmatic ad buying beyond auctions
Rio Longacre from Credera, co-authoring with Edward Skolarus, highlighted the emerging impact of "agentic trading" on AdTech. This involves a shift from real-time auctions to dynamic, autonomous negotiation in programmatic advertising, with significant implications for ad buyers, sellers, and the broader ecosystem. The post promotes an ebook from Credera and Omnicom exploring these changes as allocation moves upstream.
Key Takeaways
- Rio Longacre describes “agentic trading” as a shift from real-time auctions to autonomous negotiation.
- The post says the implications are “far-reaching” for buyers, sellers, and the entire AdTech ecosystem.
- Longacre and Edward Skolarus co-authored a Credera / Omnicom ebook on what changes when allocation moves upstream.
- Longacre says Part 2 will follow next week.
Why It Matters
If programmatic buying moves from static auctions to autonomous negotiation, the mechanics of allocation change at the point where impressions are priced and assigned. That directly affects buyers and sellers, and the post frames the shift as one that reaches the broader AdTech ecosystem. The key issue here is not a new buying interface, but where decision-making sits: upstream, closer to allocation. Watch for the follow-up Part 2 next week, since that is the only concrete next step mentioned here.
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