• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home Agencies

Dear media buyers: You’d better get an agent

One topic was omnipresent in Cannes: AI, but more specifically, the concept of agentic marketing.

by Cory Treffiletti
July 7, 2025
in Agencies
0 0
0
Dear media buyers: You’d better get an agent

Where does the role of agentic AI begin and end?/Freepik.com

Share on FacebookShare on Twitter
The conversations in Cannes were incredibly valuable. I met with so many people to discuss the opportunities and challenges facing the industry.
One topic was omnipresent: AI, but more specifically, the concept of agentic marketing.

Agentic marketing is, simply, using AI agents to do work. The challenge posed by most was that agentic solutions will replace people, but the opportunity posed was that it creates massive efficiency for the foundation of advertising.

My question was more pointed: Where does the role of an agent begin and end?

‘Vibe coding’

At its most basic, the concept of an agent is nothing more than a rules-based algorithm that can be used to automate things like trafficking, media buying and optimisation. People refer to agents as ‘working on your behalf’, but these agents are programmed.

Still, this is not new — it’s basically machine-learning-based optimisation. That has been around for years, and ad agencies have touted this as a differentiator even though it’s really not (you can’t have a differentiator when everyone has the same technology).

The real opportunity for agentic marketing is when tools have progressed to be prompt-based discovery, development, implementation and optimisation. It’s what many people refer to as “vibe coding” applied to media buying, and it is overtaking the conversation.

This is where things really get interesting.

Prompt-based marketing

Prompt-based marketing experiences will be the next stage, and it will create even more parity in the agency landscape. Imagine how this works in a world dominated by a few major platforms (Meta, Google, Amazon, The Trade Desk) and a few basic channels (video, social, digital out-of-home, display and whatever search ends up looking like).

With fewer dominant players, you can more easily create an interwoven agent marketplace that works for any media planner and buyer and enables all sorts of efficiency. That means media planners become more conversational, and they learn how to direct agents to do their bidding.

This model is no different from what you see when you witness someone create an AI-generated video using Midjourney or Veo 3.  The length, depth and detail of the so-called prompt is immense, and what comes out is incredible.

A wild time

By directing an agent to build an audience, find the right channels based on audience composition, and leverage creative from a library of existing assets to deliver the ad most likely to be engaged with, factoring in things like time of day, prior exposure and more, leads to very interesting results.

All of this is compounded by the fact that cookies are not going anywhere.  With cookies omnipresent, and agents reading those cookies, we are entering into a world where the foundational elements of advertising are going to be fully automated, and only the most creative elements that get layered on top will be fully manual.

It’s a wild time. I grew up in agencies, where I learned a lot. There, I won the opportunity to perfect my craft, but I worry that there will be much fewer entry-level roles than in the past.

This scares me if I think about the future of media-buying agencies. What do you think?

This story was first published by MediaPost.com and is republished with the permission of the author.

Cory Treffiletti is chief marketing officer at generative AI-powered product placement platform, Rembrand. He was previously SVP at FIS. He has been a thought leader, executive and business driver in the digital media landscape since 1994. In addition to authoring a weekly column on digital media, advertising and marketing since 2000 for MediaPost‘s Online Spin, Treffiletti has been a successful executive, media expert and/or founding team member for a number of companies, and published a book, Internet Ad Pioneers, in 2012.


Tags: agentic AIagentic marketingAIartificial intelligenceCannes LionsCory Treffilettimedia agencymedia buyersmedia plannersMediaPost.comprompts

Cory Treffiletti

Cory Treffiletti is SVP at fintech leader, FIS. He has been a thought leader, executive and business driver in the digital media landscape since 1994. In addition to authoring a weekly column on digital media, advertising and marketing since 2000 for MediaPost's Online Spin, Treffiletti has been a successful executive, media expert and/or founding team member for a number of companies and published a book, Internet Ad Pioneers, in 2012

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Kelders van Geheime: The characters are here

Kelders van Geheime: The characters are here

March 22, 2024
Dissecting the LSM 7-10 market

Dissecting the LSM 7-10 market

May 17, 2023
Keri Miller sets the record straight after being axed from ECR

Keri Miller sets the record straight after being axed from ECR

April 23, 2023
Getting to know the ES SEMs 8-10 (Part 1)

Getting to know the ES SEMs 8-10 (Part 1)

February 22, 2018
Sowetan proves that sex still sells

Sowetan proves that sex still sells

105
It’s black. It’s beautiful. It’s ours.

Exclusive: Haffajee draws a line in the sand over racism

98
The Property Magazine and Media Nova go supernova

The Property Magazine and Media Nova go supernova

44
Warrant of arrest authorised for Media Nova’s Vaughan

Warrant of arrest authorised for Media Nova’s Vaughan

41
How being better became this agency’s most profitable strategy yet

How being better became this agency’s most profitable strategy yet

July 7, 2025
Dear media buyers: You’d better get an agent

Dear media buyers: You’d better get an agent

July 7, 2025
Saving and investing choices of the South African consumer class

Saving and investing choices of the South African consumer class

July 7, 2025
Media24 launches Media division with four strategic verticals 

Media24 launches Media division with four strategic verticals 

July 4, 2025

Recent News

How being better became this agency’s most profitable strategy yet

How being better became this agency’s most profitable strategy yet

July 7, 2025
Dear media buyers: You’d better get an agent

Dear media buyers: You’d better get an agent

July 7, 2025
Saving and investing choices of the South African consumer class

Saving and investing choices of the South African consumer class

July 7, 2025
Media24 launches Media division with four strategic verticals 

Media24 launches Media division with four strategic verticals 

July 4, 2025

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
glenda.nevill@cybersmart.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?