Agentic AI and the Programmatic Stack: How Autonomous Buying Agents Will Reshape DSPs and SSPs
Articlemckinsey.com
McKinsey's marketing technology practice publishes a research report examining how agentic AI systems are beginning to automate media buying decisions end-to-end, potentially disintermediating traditional DSP interfaces. The report includes survey data from 200 enterprise advertisers on their readiness and concerns around autonomous AI media buyers.
Last updated Apr 18, 2026 by the ATDb Editorial Team