AI media buying tests are expanding to audio. Rochester, N.Y.-based independent media agency Butler/Till and iHeartMedia have been testing the use of AI media buying agents on streaming audio and podcast inventory, Digiday has learned. The two companies piloted an agentic buying solution for a four-week campaign running between July and August, on behalf of a U.S. client in the agricultural sector that Butler/Till declined to identify. The system used AI agents to activate media buys totalling just under $10,000 during that time. It used two AI agents: one developed by Butler/Till and one by iHeartMedia, designed as a matched pair using an…
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