For some publishers, agentic advertising is still a question of ROI
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Many publishers execs say — despite the hype — agentic media buying remains a test-and-learn proposition, rather than a proven source of returns.
That caution was clear in Digiday’s conversations with publishers at Advertising Week New York last week, where on-stage discussions dusted across the topic. Sessions on agentic media, tools and marketing were peppered throughout the programming of the four-day event.
But privately, publishers aren’t sold on its future. At least, not yet. Co
That caution was clear in Digiday’s conversations with publishers at Advertising Week New York last week, where on-stage discussions dusted across the topic. Sessions on agentic media, tools and marketing were peppered throughout the programming of the four-day event.
But privately, publishers aren’t sold on its future. At least, not yet. Co
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