Marketers and agencies urged to get to grips with agentic buying
· 4h ago · Originally reported by Mumbrella
Agentic buying — AI agents handling media purchasing decisions — is emerging as the next shift in how advertising is bought, and marketers and agency teams are being pushed to build a working understanding of it. The message: autonomous buying tools will change workflows, so buyers need to prepare now rather than wait.
Why it matters
If AI agents start making purchasing decisions that humans make today, the roles of media planners and buyers could change dramatically — so the industry is treating this as a skills gap that needs closing early.
Explain it like I’m new here
It's like sending a robot to the supermarket to do the family shopping instead of going yourself — advertisers are figuring out what happens when machines do the buying.
Read the original at Mumbrella
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Agency
An agency is a company that plans, buys, creates or manages advertising on behalf of advertisers, in exchange for fees, commissions or a margin on the media it buys.
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