For some publishers, agentic advertising is still a question of ROI

Many publishers execs say — despite the hype — agentic media buying remains a test-and-learn proposition, rather than a proven source of returns.

That caution was clear in Digiday’s conversations with publishers at Advertising Week New York last week, where on-stage discussions dusted across the topic. Sessions on agentic media, tools and marketing were peppered throughout the programming of the four-day event.

But privately, publishers aren’t sold on its future. At least, not yet. 

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