AI agents and super signal aggregators are seen as potential solutions for premium publishers and advertisers. However, these technologies risk exacerbating programmatic issues and pushing media brands toward a new level of commoditization. Historical experiences reveal that participation in programmatic marketplaces has diluted brand value and revenue. Many media owners still do not recognize unsustainable ad-funded models, making them vulnerable to commoditization as AI technology evolves. While AI might improve the quality of the marketplace, it is insufficient for the needs of top-tier advertisers and media brands.
AI and super signal aggregators may help premium publishers and advertisers, but they could also deepen programmatic's negative effects and lead to further commoditization of premium media.
Commoditization 1.0 saw quality media brands legitimizing the programmatic marketplace, which diluted their value and harmed long-term revenue potential due to reputational risks.
Not all media owners recognize that ad-funded models are often unsustainable and may be at risk of further commoditization as AI agents control programmatic buying.
A smarter AI may identify quality media in the open marketplace, but premium advertisers and media brands ultimately need more than occasional quality among low-tier publishers.
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