Agentic media buying draws hype, but programmatic buyers remain split

For buyers and sellers, the immediate signal is that agentic media buying is still an unsettled idea, not a settled operating model. That matters because the debate is centered on programmatic media purchases, the core workflow for many ad-tech stacks tied to streaming inventory. The broader ecosystem implication is that any adoption will depend on whether the approach proves useful enough to move beyond discussion among experts. Watch for concrete examples of agentic tools being used in actual programmatic buying decisions, rather than broad claims about reinvention.