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technology20h ago
'Intentionally being cautious’: Why the ad industry isn't ready to let AI agents spend ad dollars
- The ad industry largely avoids autonomous spending by AI agents, using LLMs to accelerate work but not to spend money.
- Executives say automation should assist humans rather than replace them at the moment of the bid.
- Industry concerns center on unreliable inputs, flawed bidstream data, and accountability for errors.
- LLMs are driving dashboards and workflows, while the core bidder remains deterministic.
- Yahoo DSP integrates LLMs into orchestration while keeping the bidder's logic deterministic.
- PubMatic and Butler/Till tested an agent-based campaign translating a human brief into a media plan.
- PubMatic expected greater efficiency over time as agentic campaigns scale nationally.
- The industry is modernizing infrastructure to enable autonomy while grounding bidding in current ML practices.
- The debate centers on who should control the machine that handles advertising money.
- Executives expect broader autonomy only as computing and use cases mature and costs fall.
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