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Agentic media buying is turning into a client-by-client build, not a platform

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.

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 · read the original.

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