The short version

Ari Paparo predicted on January 1, 2024: “AI agents may reduce fragmentation by automating buying, negotiation, and optimization across publishers. Agentic buying hints at a future with less friction and more scale.” Verdict: Partially right. Major platforms have moved toward “push-button” or highly automated campaign managers. Experimentation with AI copilots in DSPs exists, but the market still features substantial fragmentation.…

Prediction by

Ari Paparo

On January 1, 2024

“AI agents may reduce fragmentation by automating buying, negotiation, and optimization across publishers. Agentic buying hints at a future with less friction and more scale.”

Follow-up

Major platforms have moved toward “push-button” or highly automated campaign managers. Experimentation with AI copilots in DSPs exists, but the market still features substantial fragmentation.

From the High Caliber AI network — see the AI for PR module in the course.