Media agencies launch autonomous buying agents as clients worry about rogue activity

Dentsu's Carat media agency, in partnership with NBC Universal, Freewheel, and AI firm Newton, has launched an agent for media planning, buying, and optimization in upfront investments, with at least one luxury retail client already using it. Independent agency Tinuiti has also introduced a proprietary measurement protocol server that opens its measurement layer to AI agents, consolidating audience, creative, media, and measurement data. The deployments reflect growing industry momentum around agentic media tools, though agencies are working to address client concerns over potential rogue or unauthorized activity.