Insights.
Ideas on the forces changing the relationships between advertisers, agencies and publishers.
Featured series
The Agentic AI Asymmetry Dilemma.
AI capability is not developing evenly across the advertising ecosystem.
This three-part series explores what that could mean for publishers, advertisers and agencies — and why greater collaboration may ultimately matter more than who develops the smartest technology first.
- Part one
Catching Publishers Sleeping.
Publishers are being asked to optimise for AI systems they don't understand, using signals they can't see.
By Stuart Bailey · 2 July 2026Read → - Part two
The New Thing Keeping Advertisers Awake.
More than 90% of advertisers now use AI to plan and buy media. But as proprietary agency systems make more decisions every day, who's really in the driver's seat?
By Stuart Bailey · 20 July 2026Read → - Part three
A Wake-Up Call for the Whole Ecosystem.
The Agentic AI Asymmetry Dilemma is no longer a publisher problem or an advertiser problem. It's an ecosystem problem, and the clock is ticking.
By Stuart Bailey · 6 August 2026Read →
Part Three: A Wake-Up Call for the Whole Ecosystem.
The Agentic AI Asymmetry Dilemma is no longer a publisher problem or an advertiser problem. It's an ecosystem problem, and the clock is ticking.
Part two: The New Thing Keeping Advertisers Awake.
More than 90% of advertisers now use AI to plan and buy media. But as proprietary agency systems make more decisions every day, who's really in the driver's seat?
Part One: Catching Publishers Sleeping.
Publishers are being asked to optimise for AI systems they don't understand, using signals they can't see. Part one of a three-part series on the Agentic AI Asymmetry Dilemma and the growing gap reshaping media.
