Agencies & Marketing — Agentic AI fractures programmatic trade consensus while publishers face total value extraction from AI scrapers

Agencies & Marketing · 2026-05-04

Today's developments sketch a media and advertising ecosystem undergoing a structural power renegotiation on multiple fronts. The most operationally significant story is the emergence of rival trade bodies competing to define standards for agentic media buying — a fracture that could leave agencies navigating incompatible protocols during a critical transition window. Simultaneously, publishers…