Media Buying Briefing: Overheard at DPMS — How agencies grapple with AI in programmatic

It can sometimes be a fine line between a promise and a threat — but that’s where generative AI stands in its application to the media agency world today. At least that’s the biggest takeaway from a Town Hall discussion at last week’s Programmatic Marketing Summit, held in New Orleans as the last of Digiday’s events for the year 2025. 

Held under Chatham House rules, which provide anonymity and the freedom to speak freely for the media agency people attending, the Town Hall conversation highlighted the confusion and complexity surrounding the intersection of programmatic advertising and agentic AI. 

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