The agentic transition is the most consequential shift in digital advertising since the rise of programmatic advertising.

Advertisers are already deploying autonomous AI agents to plan, negotiate, execute, and optimize their campaigns. Publishers have a rare opportunity to lean into audience‑led, outcome-driven media selling through agentic solutions. But that requires a robust data foundation, as well as the technical infrastructure and agentic knowledge to support emerging workflows.

We’ll give you a rundown to help you prepare for the agentic shift, covering:

• What agentic advertising really means
• How the agentic shift is already transforming the industry
• What’s at stake if publishers aren’t prepared
• The types of agents you can expect to see
• How to mitigate AI concerns

Want to know where you stand on agent readiness? We created the Agent Readiness Self-Assessment & 90-Day Plan to answer essential questions. Use it to score your team across the five pillars that decide whether a buyer agent can find, evaluate, and choose your inventory. From there, the 90-day plan breaks the work into three phases, each with defined owners, actions, and a checklist to keep you on track.