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The ad buyer of the future is an agent NBCUniversal just launched a system where AI handles premium media buying. This new model successfully secured spots for live football games across traditional TV and streaming apps.

This is a major upgrade from standard programmatic advertising. Old automated buying was for leftover inventory. It followed a simple script. If the user fit the box, the software made a bid.

Agentic buying is different. These agents manage high-stakes negotiations. They talk to each other to secure prime TV slots and streaming placement in a single deal. One follows orders. The other makes decisions.