Marketers are implementing guardrails and increasing human oversight for AI agents used in programmatic ad buying due to concerns over accuracy and transparency. This development comes as the IAB Tech Lab launches a Programmatic Governance Council to address workflow, governance, and auction transparency in the evolving digital ad ecosystem. Companies like Kelly Scott Madison (KSM) Media and Bayer are deploying internal agents with specific rules, such as brand voice adherence and spend caps, while stressing the necessity of human supervision.