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agentic advertising
also agentic buying or agentic media buying or agentic ad buying
Definition of agentic advertising
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: an advertising model in which AI agents plan, negotiate, buy, sell, optimize, or measure media on behalf of advertisers and publishers under machine-readable budgets, policies, and approval rules
- The agency tested agentic advertising by giving a buyer agent a campaign brief, a budget, and a list of approved publishers.
- In the agentic media buy, software agents negotiated campaign terms while a person retained final approval for the spend.
Origin & history
Agentic advertising emerged as an industry term in 2025 as advertising companies introduced protocols for agents to exchange briefs, discover inventory, negotiate terms, and create media buys. AgenticAdvertising.org launched the Ad Context Protocol, and the first reported agent-to-agent media buys were followed in 2026 by an IAB Tech Lab roadmap and initiative for agentic buying and selling.
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Cite this entry
"Agentic advertising." AI Dictionary, Dadgogo, https://dadgogo.com/dictionary/agentic-advertising/. Accessed 9 Oct. 2026.