The short version

David Kohl predicted on April 28, 2026: “I think I'd have media planning uh separate from media buying and separate from from measurement. And I think that it's likely by Q3 we'll see further maturity on all that, but what I'm really interested in finding out in Q3 is how much folks are actually using agents, which were just a…

Prediction by

David Kohl

On April 28, 2026

“I think I'd have media planning uh separate from media buying and separate from from measurement. And I think that it's likely by Q3 we'll see further maturity on all that, but what I'm really interested in finding out in Q3 is how much folks are actually using agents, which were just a theoretical idea in Q1, but I think by Q3 we'll see some real agentic buying going on.”

Follow-up

Filed for tracking. Outcome to be evaluated as the timeline plays out.

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