The news: InMobi and Scope3 have launched a sell-side AI agent to represent and sell InMobi’s premium commerce and mobile inventory, including its Glance smartphone lock-screen platform. Operating on Interchange, Scope3’s agent-to-agent hub, this tech acts as an autonomous sales representative that external AI buying tools can connect with directly.

Why it matters: InMobi’s rollout is one of the first major real-world deployments of autonomous sell-side agents on global mobile supply. By scaling across InMobi's 2 billion global users and Glance's 300 million active devices, it proves agentic workflows can manage massive volume without legacy programmatic day-trading and can execute days worth of manual setup in minutes.

Built on the open-source Ad Context Protocol (AdCP), the infrastructure relies on two unique mechanisms:

• The adagents.json file: Placed on a publisher’s root domain, it lets buy-side agents instantly discover what a seller's agent is authorized to negotiate.
• The Commitment Primitive: A feature where both agents agree on terms and KPIs, acting as a legally binding, programmatic insertion order.

The agent also protects brands from open-market price wars, and centralizes campaign data within a brand’s own buying agent rather than fragmenting it across various systems.

Zooming out: Ad buyers are rapidly leaning into agentic AI: 96% are aware of it, and 66% are actively increasing their focus, per the Interactive Advertising Bureau.

Kunal Nagpal, CBO at InMobi Advertising and Glance, predicts that by the end of 2026, InMobi will see hundreds of agentic transactions daily, and that 80% of digital ad spend could route through agents within two years. This marks a shift from blind, millisecond auctions to deliberate, natural-language negotiations.

Barriers remain: Marketers still don’t fully trust AI with financial execution and quality control, which could slow adoption. And despite using the AdCP protocol, a critical mass of agencies and publishers must adopt it for true network effects.

Implications for marketers: Centralized agentic buying will allow industry players to shift toward strategy-oriented roles. Agencies can set macro data structure, safety bounds, and budgets for agents, while marketers can gain speed and reduce overhead by encoding strategy and tone directly into AI infrastructure. Buyers themselves will retain ultimate veto power, setting caps and reviewing compliance.