Agentic Media Buying Remains a Test-and-Learn Proposition for Publishers
“It would be very hard for me to go and seek investment from our leadership team for something that we don’t know whether or not it’s going to be of value to us,” said Jamie Jouning, global head of advertising at The Economist, during Digiday’s coverage of Advertising Week New York. Publishers, despite growing interest in agentic media buying, remain cautious about its potential returns, with many treating it as a pilot project rather than a proven strategy.
Publishers Prioritize Near-Term Revenue Over Agentic Media
Three senior commercial publishing executives at Advertising Week New York emphasized that agentic media buying is still in the evaluation phase. Danielle Varvaro, Newsweek’s chief revenue officer, noted, “We’re leaning into the conversations and seeing what’s the opportunity. From a revenue perspective for brands, how do you then measure the ROI on this?”
Joy Robins, The New York Times’ global chief advertising officer, echoed this sentiment, stating, “We’re always evaluating. I think the thing that we really want to make sure of is, what is going to be something that is right both for our advertisers and for us.”
Amit Grover, CEO of KPI Village, highlighted that publishers are focused on near-term revenue recovery. “Publishers aren’t prioritizing adoption as aggressively as the buy-side because they are focused on repositioning their advertising businesses to generate revenue in the near term,” he said.
Agencies Test AI-Driven Campaigns, but Challenges Remain
While publishers hesitate, media agencies are moving agentic media buying from experimentation to real-world campaigns. Agencies are using AI agents to automate transactions, bypass programmatic intermediaries, and reduce costs. However, challenges include maintaining human oversight, enforcing guardrails, and ensuring accountability.
“Agents can go rogue, making unauthorized decisions or operating outside advertisers’ instructions,” one industry observer noted. Agencies must also audit agents’ actions, such as monitoring spending and identifying errors.
Publishers Diversify Revenue Streams in the AI Era
Despite skepticism about agentic media, publishers are investing in alternative strategies to adapt to industry shifts. The New York Times is expanding its audience targeting and measurement capabilities, which Robins said will come to fruition next year. “Once built on scale and programmatic revenue, Newsweek has spent the past few years building out its B2B business,” Varvaro said.
The publisher has also acquired an ad network, Adprime, and is developing vertical-specific revenue streams in healthcare and tech through webinars, newsletters, and events. Newsweek’s business is growing nearly 20% year over year, according to a company spokesperson.
The Economist Expands Sponsorships, Video Programming
The Economist is broadening its advertising business by creating new sponsorship opportunities and expanding video programming. Jouning revealed plans to increase weekly video shows from two to six by January, breaking its Insider series into topic-focused franchises. “We have an audience, a very valuable audience, and that’s as appealing to a B2C audience as it is the B2B audience,” he said.
The publisher is also targeting luxury brands to invest in its hard-news coverage and expanding client-commissioned research. “Advertisers are increasingly looking to work with brands who can guarantee that sort of level of trust and credibility,” Jouning added.
Publishers Demand Clear Returns Before Adopting Media Agents
Why are publishers hesitant to adopt agentic media buying?
Publishers like The Economist and Newsweek cite the need for clear ROI and near-term revenue recovery. “It would be very hard for me to go and seek investment from our leadership team for something that we don’t know whether or not it’s going to be of value to us,” said Jamie Jouning.
How are agencies addressing risks in agentic media buying?
Agencies are implementing human oversight, guardrails, and audits to ensure accountability. “Agents can go rogue, making unauthorized decisions or operating outside advertisers’ instructions,” one industry observer noted.
What trends are shaping publishers’ revenue strategies?
Publishers are diversifying into B2B, vertical-specific content, and direct audience relationships. Newsweek’s business is growing nearly 20% year over year, driven by its ad network and specialized offerings.
New York Times Launches Data-Driven Targeting Tools
The New York Times plans to launch new audience targeting tools, reflecting a shift toward data-driven advertising strategies.
Pro Tips
For publishers, balancing innovation with near-term revenue goals is critical. Agencies must prioritize transparency and accountability in AI-driven campaigns to build trust with advertisers.
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