for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
What happens when agency execs negotiate against AI agents
This article is part of a series covering our Programmatic Marketing Summit. More from the series →
What really happens when AI agents are enlisted to negotiate ad deals?
To find out, I created an interactive game that has actual Gemini-powered AI agents represent buyers and sellers in an advertising deal. Then I asked Wpromote’s Skyler McGill and Butler/Till’s Ryan Lammela to test out the game.
If you want to play the game yourself, join us at the Digiday Programmatic Marketing Summit on May 6-8 in Palm Springs, California.
More in Media Buying
Ad Tech Briefing: The days of bloat are over, as efficiency drives ad tech’s C-suite exodus
Faced with increasing competition from LLMs, ad tech players have to better demonstrate their value-add.
Digiday+ Research: Agencies punt budget growth expectations to 2027 — while AI worries intensify
Agencies’ top concerns this year are client spending and the effects of AI, according to a Digiday+ Research survey conducted in the fourth quarter of 2025 among 62 agency professionals.
As upfront negotiations near, buyers chart path through complex sports market
The DOJ’s NFL probe highlights how sports rights complexity can be ‘good for pricing, but hard on strategy’ for brands and buyers.