Publishers and advertisers face new AI agent oversight hurdles

September 15, 2025 Salesforce to Adobe to Microsoft and Optimizely, platform providers are introducing agentic AI tools that don't just assist users but act on their behalf. These systems make decisions, learn from behavior and adapt automatically. What happens when there's no oversight? P.S. This is our new Daily! Let us know what you think. TOP STORY Generative AI Publishers and advertisers face new AI agent oversight hurdles  Who is really in control when agents are instructing other agents, and who is accountable if they make mistakes? That question is keeping some media and ad execs up at night. Advertisement OTHER THINGS TO KNOW According to a recent survey, brands and agencies are gravitating toward local streaming ads due in part to their more niche targeting abilities with local audiences. Partner insights from Amazon Ads. In a landscape defined by disruption, marketers are future-proofing campaigns by using unified, omnichannel programmatic platforms that can pivot quickly. Partner insights from Simpli.fi. The CTV industry is thriving, but many advertisers are struggling to unify disparate CTV touchpoints into a cohesive media strategy. The future lies in moving beyond siloed ID-based targeting and embracing privacy-forward, omnichannel models. Partner insights from Blis. MARKETING Marketing on Platforms WPP client Dell Technologies is rolling out its global in-housing initiative, reshaping media-buying strategy The technology giant is evolving its media model in a manner that will alter its relationships with third-parties.  Generative AI WTF is Model Context Protocol (MCP) and why should publishers care? Model Context Protocol (MCP) is a buzzword gaining more traction, especially as publishers think about how to prepare for the agentic web. WTF is it, and why should they care? PARTNER INSIGHTS FROM TEENVOICE Teens' essential shopping habits that marketers need to know At least 70% of teens do additional research before making a purchase, according to a TeenVoice survey. They weigh price, quality and social proof before making a purchase. PARTNER INSIGHTS FROM CELTRA Virtual event: How Unilever is using AI to drive creative performance at scale In this virtual event, on Sept. 24 at 1 p.m. ET, Rachelle Schuimer, digital capabilities lead at Unilever US, and Vanja B. Brzin, vp of product at Celtra, will discuss how AI-powered workflows are helping teams collaborate, make data-informed creative decisions and maintain brand consistency at scale. Register now Member exclusive Media Buying Briefing: FullThrottle offers an easy button for smaller agencies and brands The platform is rolling out broadly to both agencies and small- and mid-sized businesses that are looking to control more of their media investment destiny.  PARTNER INSIGHTS FROM REALTOR.COM Advertisers are looking for more moments to reach new shoppers outside seasonal events Targeting recent homebuyers or renters — who are establishing new shopping habits and often making multiple new purchases — helps advertisers reach new customers and create lasting relationships. Advertisement The Programmatic Marketer In the face of fragmentation, Dmexco is now a smaller stage for ad tech's big conversations These days, it’s still where business gets done, but increasingly for a narrower slice of the ecosystem. PARTNER INSIGHTS FROM MARIGOLD Live session: Modern strategies for subscriber engagement Join this virtual event on Sept. 30 at 1 p.m. ET, or watch on demand, to learn how leaders at the Daily Maverick and Boardroom are rethinking subscriber engagement amid growing challenges. The Creator Economy Brands turn to Discord servers as a means to reach niche influencer channels in their own 'communities' Discord isn't a broadcast platform – it's built around tight-knit servers where people spend hours chatting, sharing, and building culture. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy