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October 1, 2026
Most Agentic Media Buying Will Occur on Walled Garden Connections
Note
In platform-specific interfaces, the AI agent can be the advertiser’s own agent or the platform’s agent, as long as it executes the purchase through a single platform’s buying interface, such as a platform’s model context protocol (MCP) server or a native ads agent (e.g., Amazon Ads Agent). In ... cross-platform interfaces, buyer and seller AI agents are able to discover, negotiate, and transact with each other through interoperable protocols, such as Ad Context Protocol (AdCP) and Agentic Advertising Management Protocols (AAMP), via real-time bidding (RTB) or programmatic direct. Independent demand-side platform (DSP), supply-side platform (SSP), and exchange agents are included.Methodology
Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues of major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and EMARKETER interviews with executives at ad agencies, brands, media publishers, and other industry leaders.Sources
Chart Title
Most Agentic Media Buying Will Occur on Walled Garden ConnectionsPublication Date
October 1, 2026