{"id":7047944,"date":"2026-08-25T23:42:48","date_gmt":"2026-08-25T23:42:48","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/programmatic-gets-an-agentic-brain\/"},"modified":"2026-08-25T23:42:48","modified_gmt":"2026-08-25T23:42:48","slug":"programmatic-gets-an-agentic-brain","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=7047944","title":{"rendered":"Programmatic Gets An Agentic Brain"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p><span style=\"font-weight: 400;\">For all the talk about efficiency in programmatic, the industry still spends an awful lot of money on impressions that don\u2019t really matter.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A big part of the problem is how the buy side defines \u201cefficiency,\u201d argues Scott Ensign, chief strategy officer at indie media agency Butler\/Till, on this week\u2019s episode of AdExchanger Talks.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The incentives are still skewed toward cheap reach, he says, despite the fact that those so-called bargains come with ugly side effects, including low-quality inventory and ads showing up next to, in some cases, <\/span><a href=\"https:\/\/www.adexchanger.com\/marketers\/lawmakers-demand-answers-from-ad-tech-vendors-allegedly-monetizing-csam\/\" data-wpel-link=\"internal\"><span style=\"font-weight: 400;\">the worst-possible content<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><span id=\"more-467207\"\/>        <!-- \/987\/AdExchanger\/AdExWeb600x300 --><\/p>\n<div class=\"adex-ad-text\">\n            <img decoding=\"async\" alt=\"\" class=\"alignnone\" src=\"https:\/\/www.adexchanger.com\/wp-content\/uploads\/2018\/04\/advertisement2.png\"\/>\n        <\/div>\n<p><iframe loading=\"lazy\" style=\"border-image: initial; border: medium none currentcolor;\" title=\"Embed Player\" src=\"https:\/\/play.libsyn.com\/embed\/episode\/id\/42549410\/height\/192\/theme\/modern\/size\/large\/thumbnail\/yes\/custom-color\/e3250b\/time-start\/00:00:00\/hide-playlist\/yes\/download\/yes\/font-color\/FFFFFF\" width=\"100%\" height=\"192\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">\u201cI\u2019ve often compared the problems with programmatic quality to the War on Drugs in the \u201980s,\u201d Ensign says, referencing an <\/span><a href=\"https:\/\/www.thecurrent.com\/opinion\/opinion-scott-ensign-butler-till-buy-side-adalytics-report\" data-wpel-link=\"external\" target=\"_blank\"><span style=\"font-weight: 400;\">op-ed<\/span><\/a><span style=\"font-weight: 400;\"> he wrote last year in The Current about an Adalytics report that found child sexual abuse material being monetized through the programmatic supply chain.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">He thinks buyers need to take a more active role in policing their own supply chains instead of assuming that their partners have everything under control. \u201cThere is only so much that you can do in the form of supply restrictions,\u201d Ensign says. \u201cYou have to interrogate the root causes of the demand at the same time.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Against that backdrop, Butler\/Till has been experimenting with agentic AI, not to replace human buyers, he says, but to test new ways of making buying decisions and tackling some of the \u201creally bad\u201d patterns he sees in programmatic today.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Late last year, <\/span><a href=\"https:\/\/pubmatic.com\/news\/pubmatic-and-butler-till-launch-adcp-enabled-agentic-ai-campaign-across-ctv\/\" data-wpel-link=\"external\" target=\"_blank\"><span style=\"font-weight: 400;\">Butler\/Till did an experiment with PubMatic<\/span><\/a><span style=\"font-weight: 400;\"> to run what was essentially a fully autonomous, end-to-end agentic CTV campaign for Geloso Beverage Group, which makes alcoholic drinks.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There was no traditional DSP workflow involved and no manual optimization. The campaign was activated using <\/span><a href=\"https:\/\/www.adexchanger.com\/programmatic\/pubmatic-is-all-in-on-agentic-ai\/\" data-wpel-link=\"internal\"><span style=\"font-weight: 400;\">PubMatic\u2019s Agentic OS platform<\/span><\/a><span style=\"font-weight: 400;\"> entirely within Claude, which is Butler\/Till\u2019s preferred generative AI environment. Butler\/Till submitted a natural language brief and PubMatic\u2019s agents interpreted it, generated the media strategy, initiated the campaign setup and then continuously optimized pacing, targeting and performance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The results were pretty good. Butler\/Till was able to cut supply-chain and tech costs by roughly 80% and get 40% more impressions on the same budget, with a 98% video completion rate and less than 1% waste.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Zooming out, all of this points to a very different kind of programmatic marketplace on the horizon, albeit one in which people still have an important role to play. (Just don\u2019t refer to it as \u201chuman in the loop.\u201d Ensign is so over that phrase.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019ll be \u201chuman media buyers running campaigns,\u201d he says, \u201cbut heavily augmented by agentic technology.\u201d<\/span><\/p>\n<p><b>Also in this episode<\/b><span style=\"font-weight: 400;\">: What\u2019s up with that beef between AgenticAdvertising.org and the IAB Tech Lab over agentic protocols, how <\/span><a href=\"https:\/\/www.adexchanger.com\/marketers\/how-ai-helps-butler-till-curate-high-performing-pmps\/\" data-wpel-link=\"internal\"><span style=\"font-weight: 400;\">Butler\/Till uses curation and agentic tools to cut waste and avoid junk inventory<\/span><\/a><span style=\"font-weight: 400;\"> and why Ensign is confident that DSPs will survive in an agentic future \u2013\u00a0but only if they evolve.<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Programmatic Gets An Agentic Brain\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/PPO90cJU2zE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>For more articles featuring Scott Ensign, <a href=\"https:\/\/www.adexchanger.com\/tag\/scott-ensign\/\" data-wpel-link=\"internal\">click here<\/a>.<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>For all the talk about efficiency in programmatic, the industry still spends an awful lot of money on impressions that don\u2019t really matter. A big part of the problem is how the buy side defines \u201cefficiency,\u201d argues Scott Ensign, chief strategy officer at indie media agency Butler\/Till, on this week\u2019s episode of AdExchanger Talks. The [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7047945,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[210628,210622,25423,188621,41835,210623,10696,210624,210625,13273,188623,210626,210627],"dealstore":[],"offerexpiration":[],"class_list":["post-7047944","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-adexchanger-talks","tag-advertising-efficiency","tag-agentic","tag-agentic-advertising","tag-agentic-ai","tag-agenticadvertising-org","tag-brain","tag-butler-till","tag-iab-tech-lab","tag-programmatic","tag-pubmatic-agenticos","tag-scott-ensign","tag-smart-curation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Programmatic Gets An Agentic Brain - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=7047944\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Programmatic Gets An Agentic Brain - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"For all the talk about efficiency in programmatic, the industry still spends an awful lot of money on impressions that don\u2019t really matter. A big part of the problem is how the buy side defines \u201cefficiency,\u201d argues Scott Ensign, chief strategy officer at indie media agency Butler\/Till, on this week\u2019s episode of AdExchanger Talks. 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