pubX brought its live agent-to-agent buy to Programmatic Pioneers Summit Connect
At Programmatic Pioneers Connect in London, pubX ran a live agent-to-agent media buy for Magnum - from brief to live placement, on the main stage.
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Following on from Advertising Week New York last month, we took our live agent-to-agent buy to London. This time it was for The Magnum Ice Cream Company, in front of the 100-plus senior programmatic and digital media leaders at Programmatic Pioneers Summit Connect.
On Tuesday 3 November, in a 20-minute keynote slot on the main stage, we took it from brief to live placement, in front of the room.
Magnum set the rules first: premium inventory only, sensitive content and categories excluded, every placement brand-safety checked. Then came the brief: an online video campaign for Germany. The agent read every page of it, built the plan at the autonomy level Magnum had set, and showed what it understood and why.
The plan went to Magnum's team for approval, then to the publisher. No insertion order, no email chain.
Before the live buy, Reitze Feldmeijer (Global Media Trade & Agency Management Lead, The Magnum Ice Cream Company), Jamie Barnard (President, Global Demand Growth, pubX) and Lawrence Horne (MD Commercial, Demand, pubX) spent ten minutes cutting through the hype: where agentic media is heading, the difference between an agentic layer bolted onto the existing stack and a pure agent-to-agent transaction, and where the value lands when people set the rules and agents do the heavy lifting.
Human-led, agents in the loop, governed on both sides of every buy, with people in the lead throughout.
👉 Read our Advertising Week New York recap → We ran a live agent-to-agent media buy at Advertising Week New York