Optable Launches Agentic Marketplace Using AI Agents for Programmatic Media Buying
· 1h ago · Originally reported by AdExchanger
Optable has introduced an agentic marketplace that leverages AI agents to improve programmatic media buying. The platform aims to combine the efficiency of automated auctions with the customization and direct relationships typical of traditional media buying, potentially reducing supply chain costs.
Why it matters
This development could address long-standing concerns about transparency and cost inefficiencies in programmatic advertising, helping advertisers get more value from their budgets.
Explain it like I’m new here
It's like using smart robots to help you buy ads faster and cheaper, while still letting you pick exactly what you want.
Read the original at AdExchanger
Terms in this story
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
Impression
An impression is one instance of an ad being served and counted as displayed to a user; it is the basic unit that most online advertising is bought and sold by.
Publisher
A publisher is any owner of content or a digital property, such as a website, app, streaming service, podcast or screen network, that earns money by selling ad space to advertisers.
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
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