"As he explained, programmatic standards like the OpenRTB protocol have enabled computer programs to buy ads on behalf of humans. But the ad formats and inventory types purchased by those programmatic tools have been pretty simplistic, relatively speaking. By that I mean when compared to the complexity of a traditional TV ad buy, where the audience has to be forecasted ahead of time and there are all kinds of rules regarding which advertiser gets what ad slot in which program."
"OpenRTB can streamline and automate the buying of certain things, but understanding bespoke ad formats, different sponsorship integrations - OpenRTB doesn't really do that. But you can ask those questions of an [AI] agent and get those answers and start to automate some of that higher-end part of the market. In other words, AI agents can enable the automated buying and selling of traditional TV's complex ad packages in a way that today's programmatic advertising systems can't support."
Agentic AI can orchestrate autonomous agents to automate the sale of complex linear TV ad packages that current programmatic systems cannot manage. Programmatic standards like OpenRTB handle straightforward inventory and formats but struggle with bespoke ad formats, sponsorship integrations, and the forecasting and rules complexity of traditional TV buys. Tests have applied AI agents to live-event inventory such as NFL games to explore automated negotiation and slot assignment. AI agents can answer bespoke operational questions and begin automating higher-end ad-market workflows, enabling networks and platforms to scale premium, rules-driven TV ad sales without human-only orchestration.
Read at Digiday
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