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# Agentic media buying is turning into a client-by-client build, not a platform
- URL: https://fabric-media.ghost.io/agentic-media-buying-is-turning-into-a-client-by-client-build-not-a-platform/
- Published: 2026-08-11T19:48:34.000Z
- Updated: 2026-08-22T22:03:39.000Z
- Description: Butler/Till is scaling AI agent buying across clients and channels, but says controls must be configured per client, not applied uniformly. That means agencies need bespoke guardrails, not one-size-fits-all automation, to trust agentic systems with budgets.
- Author: Fabric.Media Editorial
- Tags: Agencies, AI

**Why it matters.** Agencies adopting agentic buying now must build bespoke, per-client guardrails rather than pointing to a single standardized control framework as sufficient.

*Signal from* [*The Digiday Podcast*](https://digiday.com/?ref=fabric-media.ghost.io) *·* [*read the original*](https://digiday.com/podcasts/why-agentic-media-buying-is-becoming-a-client-by-client-configuration-job/?ref=fabric-media.ghost.io)*.*