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# Butler/Till, iHeartMedia pilot direct agent-to-agent buying for audio
- URL: https://fabric-media.ghost.io/butler-till-iheartmedia-pilot-direct-agent-to-agent-buying-for-audio/
- Published: 2026-08-22T17:56:43.000Z
- Updated: 2026-09-01T21:35:54.000Z
- Description: Now I’ve heard everything. Butler/Till and iHeartMedia ran a four-week agentic buying pilot on streaming audio and podcasts, using matched AI agents to execute a direct agency-publisher buy with no SSP middleman involved.
- Author: Fabric.Media Editorial
- Tags: Ad-tech, AI, Sam Bradley

**Why it matters.** A working agent-to-agent pipe between agency and publisher cuts SSPs out of the buy, threatening the intermediary role programmatic vendors play in audio.

*Signal from* [*digiday.com*](https://digiday.com/?ref=fabric-media.ghost.io) *·* [*Sam Bradley*](https://fabric-media.ghost.io/tag/by-sam-bradley/) *·* [*read the original*](https://digiday.com/media-buying/butler-till-extends-agentic-media-buying-tests-into-audio-with-iheartmedia/?ref=fabric-media.ghost.io)*.*