For publishers that have struggled to activate their first-party data, AI agents offer a more automated and bespoke approach to deal curation that wasn’t possible before. But now, agentic solutions are starting to show up in curated programmatic private marketplace (PMP) deals, too, said Abbie Reichner, PubMatic’s VP of customer success. Publishers can “unlock a data asset that’s been there but untapped for quite some time,” he said. Some buyers are already dedicating budgets to testing agentic AI solutions, said Mediavine’s Morris. That said, Livewire’s Khabra sees agentic solutions as a way to get gaming included in more omnichannel programmatic campaigns.