The ‘Agentic’ Illusion
Report
Why Your AI Media Buying Tools May Not Be Working For You. Buyers often can’t know exactly what decisions AI media tools implement, but they can essentially press a button for campaigns to run on their own.
Summary
Yet there are significant downsides, like low transparency and low incrementality that lead to even bigger downsides, the more you rely on agentic AI media buying.
It’s a snowball effect.
Like principal media, these tools often hide where your ads go and why.
This lack of true “agency” creates significant risks for advertisers, including a loss of control, compromised performance, and a fundamental misunderstanding of how their media dollars are being spent.
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