Agentic advertising: when AI agents buy and sell media
Agentic advertising describes media transactions in which AI agents act for the parties involved. A buyer agent works to an advertiser’s brief; a seller agent represents a publisher’s inventory. Vertoz is building for both sides.
The market in India
In India, interest in agentic advertising comes mainly from teams running high-volume performance campaigns and from publishers seeking international demand.
Published case snapshots for Indian brands include Tastes2Plates, Mahindra KUV100 and Muthoot Finance. See Case Snapshots.
Industries We Serve
Availability: Agentic Buying and Agentic Selling are in early access. This page explains the concept and Vertoz’s approach; it is not a statement that every capability described is generally available.
How it differs from today’s automation
Programmatic automates the transaction
Software bids on impressions according to rules people configure in advance.
Agents automate the workflow
Software interprets a goal, gathers information, proposes a plan and carries out steps toward it.
Agents talk to agents
Buyer and seller agents exchange requests and offers using shared protocols, without a person translating between systems.
Two sides, one ecosystem
Because Vertoz serves advertisers and publishers, it is developing agents for both.
Principles Vertoz is working to
Agentic systems will only be trusted if the people accountable for budgets and inventory can see and limit what agents do.
These principles guide how the capability is being introduced.
Guardrails
- Agents act within limits set by the advertiser or publisher
- Material commitments require human approval
- Actions are logged and explainable
- Brand-suitability and category rules apply to agents as they do to people
Key terms
Definitions from the Vertoz glossary.
Frequently asked questions
What is an AI agent in advertising?
Software that can pursue a goal through a series of actions, such as researching inventory, proposing a media plan or adjusting a live campaign, rather than executing a single pre-set rule.
Will agents replace media buyers and sales teams?
They change the work rather than remove the accountability. People set objectives, approve commitments and handle exceptions.
How can I take part in early access?
Advertisers can register through Advertiser Sign Up and publishers can apply through Publisher Sign Up, and tell the team they are interested in the agentic programme.
Who do I contact in India?
Vertoz is headquartered in the Mumbai region, with offices in Delhi NCR. The Mumbai office can be reached on +91 22 6142 6030, and all addresses are on the contact page.
Buy media that performs
Programmatic, Mobile OEM and parked-domain traffic, bought and optimized toward your outcomes.
Earn more from your inventory
Representation and monetization across web, in-app, CTV and retail media.