Agentic media buying and selling promises faster, goal-based automation for ad buyers. But a split between two emerging standards has created short-term uncertainty over which approach marketers should run with. Either way, widespread adoption of the tech remains years off.

Key Question: How will competing standards for agentic ad buying and selling reshape the digital advertising ecosystem?

Key Stat: Approximately two-thirds of US ad buyers plan to pay closer attention to agentic ad buying this year, per a January survey from the Interactive Advertising Bureau (IAB).