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. Continue reading this article on digiday.com . Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

This is a curated summary. The full story was reported by Digiday.