'Humans at the Helm, Agents in the Loop': WPP Is Testing a Buyer Agent for Video, but It's Bigger Bet Is on Governance

'Humans at the helm, agents in the loop': WPP is testing a buyer agent for video, but it's bigger bet is on governance

WPP unveiled a coalition of media owners including Disney, Netflix, NBCUniversal, Paramount and Fox as well as IAB Tech Lab and Prebid.org

WPP Teams With Disney, Netflix, Fox, and More on Agentic Video Standards

In addition to agentic standards, WPP Media is developing its own buying agent for video.

WPP Media Developing Video Buyer Agent

WPP Media has announced that it is developing a Buyer Agent for Video as part of an Agentic Standards Initiative that involves “premium media owners, platforms, and standards bodies.” The goal? “To define how TV and video buyer and seller agents interact safely, transparently, and at scale.” What is driving the debut of this buyer agent? WPP explains, “The media industry is on the verge of its biggest evolution since the introduction of programm…

WPP Media unveils initiative to develop standards for AI-driven video buying

New Delhi: WPP Media has announced an industry-wide initiative focused on developing standards for agentic media buying in television and video advertising, as artificial intelligence becomes increasingly integrated into media planning, activation and optimisation. The company said it is working with media owners, technology platforms and standards organisations to establish common technical, workflow and governance frameworks that would allow A…

WPP Media reveals Buyer Agent for video as part of its latest Agentic Standards Initiative

WPP Media has revealed an Agentic Standards Initiative for Video Buying in collaboration with premium media owners, technology platforms, and industry standards bodies to co-develop shared standards for agentic video buying. As part of the initiative, WPP Media is developing a Buyer Agent for Video within WPP Open, WPP’s agentic marketing platform. The initiative will […] The post WPP Media reveals Buyer Agent for video as part of its latest Age…

WPP Media launches Agentic Standards Initiative for AI-powered video buying

WPP Media has announced the development of a Buyer Agent for Video as part of a new Agentic Standards Initiative aimed at establishing common technical, workflow and governance standards for AI-powered media buying across the premium TV and video ecosystem. The initiative brings together premium media owners, technology platforms and industry standards bodies to define how buyer and seller AI agents can interact securely, transparently and at sc…