Lawrence Horne
MD Commercial, Demand pubXDay 1 | 4th November
10:00 AM Keynote Case Study: Agent-to-Agent Advertising: What Happens When Buyer and Seller Agents Trade Real Media Directly, and Why Brands Should Start Experimenting Now
Everyone is talking about agentic advertising but very few people have seen it work. In this keynote, witness a Magnum Ice Cream brief become a live media campaign in under five minutes. A buyer agent and a seller agent will deal with each other directly, with real inventory and real money, and the publisher will approve the deal in the room.
Before the live buy, a candid 10-minute conversation will cut through the hype:
- Where agentic media is heading, and what it means for brands and publishers
- The difference between an agentic layer bolted onto the existing stack and a pure agent-to-agent transaction, where buyer and seller connect directly
- Where the value lands: more of every media dollar reaching quality publishers, with people setting the rules and agents doing the heavy lifting
Check out the incredible speaker line-up to see who will be joining Lawrence.
Download The Latest Agenda