Butler/Till extends agentic media buying tests into audio with iHeartMedia
Tests of autonomous media buying tools are spreading into more channels; publishers hope they can make direct buys easier and more attractive to advertisers.
Media agency Butler/Till and iHeartMedia are extending their artificial intelligence (AI) media buying tests to audio platforms, including streaming audio and podcasts, according to sources. The two companies collaborated on a four-week pilot campaign targeting a U.S. agricultural sector client, though the agency declined to disclose the client's name.
The AI system deployed two AI agents, one developed by Butler/Till and the other by iHeartMedia, functioning as a matched pair using an MCP server. A human planner supplied the AI agents with a campaign brief, which they then executed on the publisher’s agent. This pilot differed from prior tests due to its utilization of audio inventory and direct agency-publisher interaction, as opposed to previous pilots involving third-party intermediaries like SSP Pubmatic. For further details, readers can visit digiday.com.
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