AI is making media buying smarter, but not necessarily more connected. As autonomous agents become the industry’s biggest talking point, the real opportunity isn’t simply faster decisions - it’s better, more confident ones. Here’s why connected decision-making, not AI alone, will define the future of media buying.

As agentic advertising tests the limits of the open web, the industry is being forced to confront a bigger question: what sits above the pipes? In 2026, progress will come from simplification, transparency, and curation that surfaces value rather than hiding it.