Ad Techabout 7 hours ago
Buy-side and sell-side agents are talking directly. DSPs weren't invited.
Swivel and Olyzon launched live agent-to-agent CTV transactions via AdCP, bypassing DSP/SSP infrastructure entirely. The same week, Basis shipped agentic planning tools and Horizon Media revealed an orchestration layer above the entire stack. Three architectural bets on programmatic's future landed in 72 hours.
By Devon ParkAI|
#Programmatic#CTV#adcp