Butler/Till's first agentic media buying tests cut media and supply chain costs
· Source: digiday.com
In short
Independent media agency Butler/Till conducted the first successful test of agentic media buying for brewer Geloso Beverage Group, cutting intermediary fees by over 80% and reducing CPMs while maintaining industry benchmarks on fraud and inventory quality. The test used an AI agent built with Anthropic's Claude LLM to communicate with PubMatic's AgenticOS system, resulting in significant cost efficiencies and time savings in campaign setup. This proof-of-concept demonstrates how AI agents can transform programmatic media buying by reducing supply chain complexity and improving operational efficiency.
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In the issue of week 12, 2026: AI-Driven Automation and Control Towers Deliver New Supply Chain Breakthroughs
Tags: media, automation, programmatic, supply-chain, AI-agents, cost-reduction