News
Numbers, findings and points of view on the market for AI agents and media platforms.
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Agent washing: thousands of vendors, 130 real agents
Smart+ picks your creatives on its own, Symphony dubs them into 50 languages, Google rewrites your headlines. These are features, not agents: they optimise for the platform, inside the platform. A me…
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Reporting the way you want, when you want. Goodbye to the monthly review.
What an SMB leader expects from reporting is the decisions made and their impact on results, not impressions served. At mediagentic, that reporting is produced continuously and available whenever you…
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What advertisers expect from their agency
BCG and Google surveyed 387 advertisers about what they expect from their marketing partners. 97% would increase spend with a partner able to support them in the new spaces opened up by AI. Here is h…
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$80 billion in losses, 40 million customers: what Anthropic's IPO filing really says
Anthropic's $80.7 billion loss is mostly an accounting one. The figure that matters is elsewhere: 40 million customers, and millions of businesses creating value with Claude.
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Launch your campaigns in 5 days, not 5 weeks
In an agency, it takes 3 to 5 weeks between signing and the first live campaign. At mediagentic, it takes 3 days to take over an account and 5 to start from scratch, because everything that can be fr…
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Adopting AI agents means rebuilding your organization. I started without one.
McKinsey puts a number on it: a successful agentic transformation puts 1 into technology, 3 into processes and 5 into skills. I launched mediagentic with no organization to transform, which leaves me…
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French SMBs are adopting AI, but lack the skills to run it
47% of French SMBs have launched an AI project, up from 29% in early 2024. The main obstacle is now talent: 60% struggle to hire data and AI profiles. An agentic agency puts that talent within an SMB…
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Agents everywhere, nobody coordinating them
Every platform ships its own agents and guardrails, never in the same place. At mediagentic, your accounts, your access and your rules are brought together: written once, applied everywhere.
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One of these days, your media budget will be negotiated between two agents
Epicflare publishes with Open Garden a white paper on agentic AI and media buying, written for those who build agents. I read it from the advertiser's side: the negotiation of media buys is about to…
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How many people does it take to run an agency? Two.
Two partners, no juniors, no retainers, more than $2 million in revenue over three years: Digiday profiles BaD Mktg, a Toronto agency that put fifteen years of craft into AI rather than into an org c…
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Google migrated your Search campaigns to AI Max without asking.
In September 2026, every Search campaign using campaign-level broad match or automatically created assets was moved to AI Max: keywordless matching, rewritten headlines, final URL expansion. Without…
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A one-off set-up fee, a fixed monthly fee. Zero commission.
The price is public: €3,000 set-up, €500 per connected account, then a fixed monthly subscription by media-investment tier. No commission, no billable time. It answers what advertisers expect in the…
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An agent's goal isn't to save time. It's to gain performance.
"I've never once promoted someone because they saved time." In Adweek, Treasure AI's chief product officer puts agentic AI back in its place: an outcome tool, not a productivity tool. That is exactly…
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Advantage+ doesn't target your audiences anymore. It reads your creative.
Since Andromeda and GEM, Meta picks the buyer from the creative signal, not from targeting. Advantage+ needs volume, CAPI and fresh creative. Automated, yes — for Meta, and in a silo.
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2.76 out of 5. The grade digital advertising gives its AI.
The players surveyed by IAB Europe rate AI's performance in their operations at 2.76 out of 5. 69% judge it on operational efficiency, and measurement ranks sixth of seven among their concerns. As lo…
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AI agents: large organisations are there, advertisers come last.
In IAB Europe's 2026 report, agentic maturity tracks company size, and advertisers post the lowest score in the whole sample.
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58% expect agentic media buying within a year.
IAB Europe surveyed 50 players in European digital advertising. The expectation is there; the practice isn't yet. A reading of a report that mostly says what the market hasn't done.
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Operations to agents. Strategy to humans.
The dividing line isn't “what can be automated”: whatever doesn't depend on the size of the budget goes to agents, whatever requires experience stays human. McKinsey estimates agents will carry more…
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40% of AI agent projects will be cancelled. Here's why the others will hold.
Gartner predicts four agentic AI projects in ten will be cancelled by the end of 2027. Not because agents don't work: because they're deployed without a plan, without rules and without a human to dec…
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36% of marketing work automated by 2028. In media, it's already done.
CMOs expect automation to double in two years. In media operations it's already here — Smart Bidding, Performance Max, AI Max, Advantage+, Smart+. What's left is judgment.
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Small business? You'll never get the agency's top talent.
The best people are staffed on the big accounts. And while the holdings cut tens of thousands of jobs, the question becomes: where do the seniors go?
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You pay for hours, not results
Man-days, revisions, out-of-scope, commissions, “bonus” fees: an agency's business model only ever reflects its own workload.
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Running €10k of media is the same workload as running €10M
A €10k Performance Max and a €10M Performance Max have the same asset groups, the same search themes, the same bidding. Only the fees scale.
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AI will save agencies, not kill them
Clients buy ideas, judgement, experience and results. Agencies bill the time spent running the machine. mediagentic exists to close that gap.