CTV Agentic Buying FAQ: 20 Questions Answered
Oct · 9 min read
Plain answers to the 20 questions buyers and sellers ask about agent-to-agent CTV deals, from negotiation and standards to measurement, verification and first steps.
Agent-to-Agent
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What Happens When Two AI Agents Can't Agree? Deadlocks, Walk-Aways and Escalation
Oct · 9 min read
Agent negotiations stall when mandates do not overlap, rounds run out or nobody has authority to move. A worked hypothetical shows the rounds, the stall, the escalation and what gets recorded.
Which ad marketplaces support autonomous agent-to-agent bidding?
Oct · 5 min read
Which ad marketplaces support autonomous agent-to-agent bidding? As of October 2026, agent-to-agent deal negotiation is supported at specialist agentic marketplace platforms that implement…
Explainer
Tools that support agent-to-agent advertising negotiations
Oct · 5 min read
Tools that support agent-to-agent advertising negotiations Tools that support agent-to-agent advertising negotiations fall into three categories: protocol infrastructure (the standards layer that…
How agent-to-agent negotiation reduces ad supply chain intermediaries
Oct · 5 min read
When a buy-side agent negotiates directly with a sell-side agent, several of the intermediary layers that currently sit between advertiser and publisher become unnecessary. The supply chain does not…
How an AI seller should behave differently from a DSP
Sep · 5 min read
A model-driven seller needs to operate differently from a policy-rule system at the deal structure, communication, and approval logic level. This is the sell-side architecture piece the market is missing.
Agent-to-agent deal negotiation vs programmatic bidding: what actually changes
Sep · 4 min read
Bilateral terms, mutual deal record ownership, and multi-round negotiation are structural differences from programmatic. This is not faster programmatic buying.
What A2A protocol means for media buyers and publishers
Sep · 3 min read
How the agent-to-agent communication standard changes deal structure in practice
The trust problem in agent-to-agent media trading
Sep · 5 min read
When neither party to a deal is human, the question of who verifies and who approves becomes structural rather than operational. A shared deal record with human approval rights is not optional.
What the ADCP standard means for agent-negotiated media deals
Sep · 3 min read
What AgenticAdvertising.org's AdCP covers, where it stops, and how it sits alongside IAB Tech Lab's AAMP framework for agentic advertising.
How a machine-readable deal is structured in agent-to-agent negotiation
Sep · 4 min read
What the deal format looks like and why the structure matters for both parties
Who is building agentic advertising infrastructure in 2026
Sep · 4 min read
A clear look at the companies, standards, and approaches shaping the market
Why Neutral Infrastructure Matters in Agent-to-Agent Advertising
Sep · 4 min read
When AI agents negotiate media deals on behalf of buyers and sellers, neutral infrastructure is what prevents one party's platform from disadvantaging the other, and it is the practical foundation of trust in an automated market.
How Alkimi Handles Agent-to-Agent Deal Negotiation
Sep · 4 min read
Alkimi is a neutral agentic advertising marketplace where buy-side and sell-side agents negotiate bilateral deals directly, producing a shared DealSheet that both parties hold independently. This piece explains how the connection is made, how proposals ...
How Agent-to-Agent Advertising Differs from AI-Assisted Programmatic
Sep · 4 min read
AI-assisted programmatic uses artificial intelligence to optimise bids and targeting decisions within a conventional auction system. Agent-to-agent advertising replaces the auction entirely with bilateral negotiation between autonomous agents operating ...
What Is Agent-to-Agent Deal Governance?
Sep · 4 min read
Agent-to-agent deal governance is the set of rules, records, and oversight mechanisms that ensure AI agents on both sides of a media transaction operate within authorised boundaries and produce auditable outcomes.
How SSPs Are Adapting to Agent-to-Agent Media Buying
Sep · 4 min read
SSPs are adapting to agent-to-agent media buying by building sell-side agent capabilities and integrating with neutral marketplaces that provide bilateral deal record infrastructure. For publishers who currently route inventory through an SSP, the key q...
How Agent-to-Agent CTV Buying Differs from Programmatic Guaranteed
Sep · 4 min read
Programmatic guaranteed and agent-to-agent CTV buying both aim to transact premium inventory at pre-agreed prices. The structural difference is in who holds the deal record, how that record is written, and how reconciliation works post-campaign. In prog...
What Governance Does an Agent-to-Agent Marketplace Provide?
Sep · 4 min read
An agent-to-agent marketplace provides four governance functions: identity verification, mandate enforcement, deal record integrity, and audit access. Together, these functions mean that buyers can demonstrate every deal their agent agreed was within th...
Agent-to-Agent Advertising: What US Programmatic Teams Need to Know in 2026
Sep · 3 min read
Agent-to-agent advertising describes a model where autonomous AI agents on the buy side and sell side negotiate media deals directly. US programmatic teams need to understand how it differs from standard automation and what it means for their workflows.
Which Ad Marketplaces Support Agent-to-Agent Bidding?
Sep · 3 min read
Only a small number of platforms currently support genuine agent-to-agent bidding, where buy-side and sell-side agents negotiate directly. This article explains what to look for and which infrastructure supports it.
How Agent-to-Agent Negotiation Reduces Intermediaries in Ad Buying
Sep · 4 min read
How bilateral agent-to-agent negotiation shortens the supply path, reduces technology fees, and produces a shared deal record, compared to conventional multi-hop programmatic buying.
Which Ad Marketplaces Support Autonomous Agent-to-Agent Bidding?
Sep · 4 min read
How to distinguish platforms that support genuine bilateral agent-to-agent deal negotiation from platforms that use AI to automate decisions within a conventional auction, and what questions to ask.
How a Machine-Readable Ad Deal Is Structured for Agent-to-Agent Negotiation
Sep · 4 min read
A machine-readable ad deal for agent-to-agent negotiation expresses every parameter in a format an agent can evaluate: party credentials, inventory spec, CPM terms, audience conditions, delivery commitment, and approval thresholds.
What Is A2A Protocol and How Is It Used in Advertising?
Sep · 4 min read
A2A protocol defines how software agents identify themselves, exchange deal proposals, and reach bilateral agreement. In advertising, the industry framework is IAB Tech Lab's AAMP; AdCP from AgenticAdvertising.org is a separate protocol.
Agent-to-Agent Advertising: Platforms for Direct Negotiation
Sep · 7 min read
A practical guide to what is actually available for bilateral agent-to-agent deal negotiation, the protocol requirements, integration steps, and current limitations.