What Agentic TV Buying Really Means, According to Disney, YouTube, Netflix, and More
Disney+ looks to bring more AI to its platform.Photo Illustration by Jonathan Raa/NurPhoto via Getty Images
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Agentic TV buying is here. So now’s a good time to figure out what that actually means.
Agentic buying was one of the buzziest buzzwords of upfront week, with several companies announcing that agentic capabilities are live or on the way.
For instance, Fox’s new AdStudio is rolling out agentic media planning and buying in the coming months. Meanwhile, Netflix is implementing a new suite of AI tools, with AI agents eventually managing and optimizing purchases on the platform autonomously.
However, “agentic” is a relatively new term in the ad industry and is still shrouded in jargon, possibly meaning everything from agents surfacing opportunities and optimizing media planning to full-on autonomous purchases.
Bill Bradley is Adweek’s deputy TV, Media and Sports editor.