While traditional media plans start with a demographic, agentic audience discovery starts with a campaign goal. By using AI agents to compare seller offers and recommend audiences, it can drastically streamline the planning process. For media buyers, it could expand the partners considered and free up time to evaluate recommendations. For sellers, it creates opportunities to get inventory in front of new buyers, provided their audience and content descriptions are clear.
The latest guide from IAB’s AI-Powered Video Outcomes series explores:
- How It Works: How agents turn campaign goals into recommendations, with people making the final decisions
- Why Video Needs It: How fragmented viewing complicates audience planning and how IAB Tech Lab’s OpenProposal supports more consistent comparisons of seller offers
- What Buyers and Sellers Can Do: Build outcome-focused briefs and describe inventory so agents can evaluate it
- Things to Keep in Mind: Why data transparency, consent, placement details, and appropriate household or individual reach measurement matter when evaluating recommendations
- When to Expect It: Where adoption stands today and how buyers and sellers can begin testing these tools in planning
Download the guide to prepare your briefs, improve inventory discoverability, and evaluate agentic recommendations with greater confidence.
Download IAB AI-Powered Video Outcomes: Q4 2026
This series is part of Project Eidos, IAB’s industry-wide initiative to define the principles, standards, and frameworks that guide how measurement is developed, evaluated, and compared across the industry.