Agentic Media Buying: Client-by-Client AI Configuration

Agentic media buying shows a lot of promise, but its governance is becoming a client-by-client configuration job. Independent media agency Butler/Till has been testing programmatic media buying agents for months. What's interesting is that these experiments started with Connected TV and now include online video, display, and streaming audio. However, with each new client, platform, or channel, the guardrails change. Butler/Till's chief strategy officer says the future will require controlling these AI environments on a client-by-client basis. The agency works with clients in pharmaceuticals, financial services, agriculture, and alcohol. These clients have varying risk aversion and expect completely error-free work. Currently, a low, single-digit percentage of ad dollars goes through this system as Butler/Till builds guardrails. It's expected this spend will grow to double digits. This matters because it highlights the personalized approach needed for AI in advertising.