Horizon Media Integrates Agentic AI for Ad Buying
Adweek5h ago·1 min readAdvertising
AI Summary
Horizon Media has developed a software layer enabling its ad-buying agents to communicate directly with AI agents from adtech partners and media companies. This integration facilitates more seamless and potentially automated interactions within the advertising ecosystem.
⚡ Marketer Insight
The rise of agentic AI in ad buying, as demonstrated by Horizon Media, signals a shift towards automated programmatic negotiations. Marketers should prepare for a future where AI agents autonomously manage campaign execution and optimization, potentially bypassing traditional human oversight.
#agentic ai#programmatic advertising#adtech#ai in advertising
Original article
Adweek