Observed Signal · Oct 21, 2026 · Analysis · Source: VideoWeek · Impact: 2/5 · Sentiment: Neutral
DSPs Face Uncertain Future in Agentic Era
Nick Tong, Managing Partner at Mediaplus UK, analyzes how agentic buying could reshape the programmatic advertising stack. He argues that because AI agents can interpret a campaign brief, interrogate supply across multiple SSPs and publishers, and execute against defined parameters, the DSP may no longer serve as the primary buyer interface. As BVOD, CTV, and DOOH inventory become digitally transactable, agents could orchestrate buys across channels, forcing DSPs to justify their distinctive value, traders to evolve beyond platform operation, and agencies to focus on strategy, governance, and accountability. Tong stresses that DSPs will not disappear, but their role will change. He also highlights unresolved issues around transparency, data, and commercial models.
The article discusses the potential of agentic buying to disrupt the role of DSPs, a key topic for the adtech industry, but it is an opinion piece without concrete news or data.
Track Mediaplus Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Nick Tong, Managing Partner bei Mediaplus UK, argues that AI agents could replace DSPs as the primary buying interface.
- Agentic buying could enable cross-channel orchestration across BVOD, CTV and DOOH inventory.
- Tong forecasts that DSPs will not disappear but their distinctive value will be questioned.
- The article highlights unresolved issues around transparency, data, governance and commercial models.
Connected Companies & Entities
1 Entity mapped“Nick Tong, Managing Partner at Mediaplus UK, explores the impact of agentic buying on the future of DSPs.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
How Much DSP Is Inside SSPs Today?
The article examines the blurring boundaries between supply-side platforms (SSPs) and demand-side platforms (DSPs) in programmatic advertising, using PubMatic as an example. PubMatic, historically an SSP, now offers direct inventory access to agencies and advertisers and is developing an “operating system” for agentic advertising that uses AI agents to automate campaign workflows from natural-language briefings to live campaigns. The piece explores how curation—packaging inventory with audience data and quality criteria—changes buying paths and raises questions about fees, prioritization, and transparency. While industry standards like Ads.txt, Sellers.json and the SupplyChain object improved visibility, economic and algorithmic decisioning remain opaque. The article stresses the ongoing divergence of publisher and advertiser interests and highlights the need to understand who curates, optimizes, measures, and governs automated decision rules.
AI Agents Reshape Roles and Business Models in AdTech
The article analyzes how artificial intelligence agents and the Advertising Context Protocol (AdCP) are transforming programmatic advertising. AI agents are evolving from simple chatbots to autonomous systems capable of planning, negotiating, and executing media buys. AdCP provides a standardized communication layer, enabling Buyer Agents and Seller Agents to interact across platforms. This shift moves advertising from platform-centric buying to agent-based advertising, where media briefings become executable tasks for AI agents. The article discusses changing roles for agencies, DSPs, SSPs, and publishers, and highlights new AI-native players like Concord and Apostra. Traditional intermediaries face pressure to differentiate, while the focus shifts to data, integration, and context. The article concludes that operational excellence alone is insufficient; a deep understanding of customers and business objectives becomes crucial.
Motel One launches first brand campaign without linear TV
Motel One, the German budget hotel chain, has launched its first integrated brand campaign, titled "One great place to leave. And come back." The media plan, crafted by agency Mediaplus, has a clear digital focus, deliberately excluding linear TV. Video advertising will be delivered via streaming TV+ and online video, supplemented by YouTube and social media, with a further focus on out-of-home advertising. The campaign, running across Europe with a focus on Germany, was created by Hamburg-based new agency Circus Ramezani, supported by strategy partner Serotonin. The creative concept reinterprets hotel communication by highlighting the experiences guests have in the city, leveraging Motel One's central locations. The campaign extends into owned channels, including digital screens in hotels, to reach guests at various touchpoints. Motel One had appointed Mediaplus, a Serviceplan Group subsidiary, as its media agency in mid-2025 after a pitch.
Receive all future signals for Mediaplus & competitors in your briefing
Never miss material M&A deals, leadership changes, account wins, or product rollouts. Polaris7 monitors 20,000+ primary sources 24/7, delivering verified telemetry directly into your executive briefing.