RECEIPT #ARI-PA
JAN 01, 2024
PREDICTION BY
Ari Paparo“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.
ORIGINAL SOURCE
www.marketecturepod.com