Why agentic media buying is becoming a client-by-client configuration job
By Kimeko McCoy
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There’s a lot of promise in agentic media buying. The issue is in the governance.
Butler/Till should know. The independent media agency has been testing programmatic media buying agents for months now, concluding at least half a dozen new tests since May, Scott Ensign, chief strategy officer at Butler/Till, told Digiday.
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Source:: Digiday
