Observed Signal · Aug 19, 2026 · Industry Analysis · Source: Digiday · Impact: 3/5 · Sentiment: Neutral
Programmatic Media Buying Market: Georgia‑Pacific Says No to Buying Agents — For Now
Georgia‑Pacific is delaying adoption of AI 'buying agents' for programmatic ad buying until underlying quality and waste issues in the ecosystem are resolved. Paras Shah, the company's senior director of digital media, says automating current inefficient workflows would only accelerate waste. The article describes a split in the industry between holdcos and ad tech vendors pushing agentic buying and brand-side marketers who are cautious. Executives from Converge and Adlook warn agentic buying won’t solve structural incentive and inventory-quality problems, and that adoption will be staggered rather than universal.
A major advertiser (Georgia‑Pacific) publicly delaying agentic/AI-based programmatic buying highlights practical barriers (inventory quality, incentives) that will shape the pace and form of agent adoption across the ad tech ecosystem.
Key Takeaways & Evidence Grounding
- Georgia‑Pacific has decided not to adopt AI 'buying agents' for programmatic ad buying immediately, citing systemic waste and inventory-quality problems.
- Paras Shah, senior director of digital media at Georgia‑Pacific, says the company has spent the past two years cutting supply‑side platforms, scoring inventory before bids, and tightening control over supply as groundwork.
- The industry has split into two camps: holdcos and some ad tech vendors testing agentic/agent-to-agent buying, and cautious brand-side marketers wary of automation.
- Ian Maxwell (CEO, Converge) and Mateusz Jędrocha (Chief Product Officer, Adlook) warned that agentic buying will not fix poor incentives, inefficient workflows, or low-quality data; it may automate mistakes faster.
Connected Companies & Entities
5 Entities mappedAdlook
AI-powered DSP for open web, in-app and CTV buying.
“"The truth is the industry is thinking about integrating agents wrong," said Mateusz Jędrocha, chief product officer at Adlook....”
Omnicom
Global advertising holding company with media, commerce, PR and data capabilities.
“Usually, it’s from the holdcos like WPP and Omnicom and ad tech vendors....”
Converge
AI-native attribution and media buying platform for DTC brands.
“"I think there’s a tendency to confuse automation with intelligence. Agentic buying won’t magically improve media performance if it’s simply...”
WPP
Global marketing services group with agencies, media operations and AI software.
“Usually, it’s from the holdcos like WPP and Omnicom and ad tech vendors....”
Digiday
B2B trade publisher for media, marketing and retail professionals.
“Article published on Digiday by Seb Joseph on August 19, 2026....”
Ontology Mapping & Concepts
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