Learn Guide 1
What is agentic advertising?
Software agents that buy and sell media on behalf of people: they send briefs, answer with proposals, negotiate within rules and report delivery. People set the rules and confirm what commits money or inventory.
Three ways media is bought today
| Direct deals | Programmatic | Agentic | |
|---|---|---|---|
| How it starts | An email, a call, an RFP | A bid request for one impression | A brief sent by a buying agent |
| What is traded | A negotiated plan | One impression at a time, by auction | A negotiated plan, line by line |
| Speed | Days to weeks | Milliseconds | Minutes to hours |
| Who sets the price | People, by negotiation | The auction | The seller's rules, then negotiation |
| Premium inventory | Yes, but slow to reach | Often sold as remnant | Yes, presented as premium |
| Proof of delivery | Reports sent after the fact | Platform logs | Delivery reported against the confirmed plan |
Agentic advertising keeps what works in direct deals, a real plan agreed between two sides, and removes what slows them down: the back and forth, the spreadsheets, the chasing.
When each one fits best: Direct, programmatic or agentic?
What an agent does
An agent is software that acts for one side. A buying agent turns an advertiser's brief into requests, collects proposals and compares them. A selling agent knows a publisher's inventory, prices and rules, and answers briefs with plans.
The two talk through an open protocol, AdCP, so any buying agent can reach any selling agent without a custom integration.
What stays with people
- Setting the rules: prices, floors, negotiation limits, brand safety, who may buy.
- Confirming what commits money or inventory, when the rules say so.
- Deciding on a make-good when delivery falls short.
Agents propose. People confirm. That is the line Oderra draws in both of its agents.
Every channel
The protocol describes inventory in one vocabulary: CTV and streaming TV, audio, radio and podcast, digital out-of-home, web and display, mobile and apps. One brief can reach all of them.