Tag: independent
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Agency Leaders Predict Growth in Outcomes-Based Pricing, but Face Challenges.
Eighty-five percent of agency leaders expect to do more outcomes-based pricing. The consultancy that studied it says pure versions are “exceedingly rare” — what agencies more frequently agree to is an output fee with a performance measure bolted on. Sixty-nine percent name attribution as a barrier, and the same share name procurement.
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Butler/Till Pointed Its Buying Agent at iHeart’s, Skipping the SSP
Two AI agents — one built by the agency, one by the publisher — met over an MCP server and placed just under $10,000 of podcast and streaming audio inventory. No SSP in the middle. Butler/Till says CPMs came in 42% below the client’s own benchmark for direct buying.
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Mod Op Built Its Own AI Layer Rather Than License Seats for 500 Employees
Building rather than licensing saved Mod Op an estimated $3 million, a number describing a bill the agency never received. Its Orion platform sits over the major LLM APIs, automating agency workflows and, eventually, client ones. Most of the usage is still internal. No client has asked for a login yet.
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Wpromote’s AI Strategy: Let the Bots Pitch, But Keep the Keys
Kargo has rolled out “Project Kera,” a chat-style planning and buying interface (closed beta) aimed at making cross-channel activation feel less like stitching together five different dashboards. The pitch: one agentic layer that can pull together biddable and non-biddable inventory, with beta testers including Hershey, travel media network Navigator, and indie agency Wpromote. Kargo’s CEO…
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The promise and problem of agentic AI in advertising
AI agents were everywhere around the Super Bowl this year—so brands are doing the obvious thing: chasing attention where the attention is. The twist is that both consumers and the industry are still figuring out what “agentic” actually means in practice, even as platforms keep shipping new tools. Google’s Ashish Gupta pointed to longer, more…
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The Future of Agencies: AI as a Smart Colleague
Agencies like Dentsu’s Carat and indie firm Apollo Partners are integrating generative AI into their operations to enhance collaboration rather than eliminate jobs. Carat is utilizing tools from Vurvey Labs for richer consumer insights and faster decision-making. In a test with a restaurant, they streamlined media recommendations and creative input. Meanwhile, Apollo is developing its…