Agentic AI could change how media is planned, bought and sold more than any technology before it. As agents take on more of the work on both sides of the deal, the bigger question is what that means for the value media delivers to the businesses that pay for it.

Will it bring media closer to the outcomes clients care about? What happens to the relationship between agencies and media owners? What will clients expect from their partners? What will set media owners or agencies apart from one another when everyone has access to the same tools? And where do people, judgement and trust fit in?

This panel brings together an agency, a media owner and the technology partners building across both sides. They'll look at where agentic AI is taking the industry and what buyers and sellers need to get right to make it work for the client.