Programmatic: Towards the end of Media Traders ??!

The new era of ads IA buying has already started :

• a new protocol (ADCP) for IA buying,
• DSP like DV360 (Google), The Trade Desk, Amazon are implementing AI media planning, set-up, reporting, and creative enhancement features
• same for the SSP (ex : Equativ with Maestro)
• start-ups like Concord.ad & Supply Finder add their layer of AI to simply the buying.

The signs are here : AI won't be just a new feature, it will reshape the entire industry.

👉 While Media Traders are adapting as best they can to the growing complexity of the ecosystem (SPO, Cookieless, Attention, carbon footprint…), AI promises a radical simplification:

• Automated generation of granular campaigns directly from a brief
• Optimization across thousands of signals
• Automated creation, A/B testing, analysis, and reporting

💡 The Media Trader role will therefore naturally evolve into a Programmatic AI Supervisor.

💥 The problem: Out of the 700+ Media Traders in the french advertising market, how many will still be needed when just 1 AI supervisor can manage the work of an entire team?

The agency model relies on billing for allocated human resources. If the need for human time/expertise drops drastically, how can they maintain perceived value and margins?

➡️ How can agencies reinvent themselves to survive and support their traders' transition?
One serious opportunity : supporting the "ad-network-ification" of advertisers. Why not apply the logic of Retail Media (already 11% of the market in France) to other major advertisers (Banking / Travel / FMCG / Auto / Tech / etc.)? The quality of advertiser audiences attracts investments from other advertisers.

⚙️ Thanks to Curation (with Equativ, Xandr, Magnite, PubMatic, Index Exchange…), advertisers with qualified audiences can easily create their own ad network by:

• accessing publishers' advertising inventories
• enriching them with their own data
• monetizing them via Deal IDs.

💡 A new mission for agencies: becoming architects of in-house ad networks for their clients, by allocating their Media Trading talent to this new value chain.
➡️ Less spending captured by platforms
➡️ Maintenance of human resources and agency billing
➡️ Revenue creation for advertisers in a context of budget pressure

Conclusion:

📉 AI is going to drastically reduce the need for operational media trading. 📈 Curation can help create a new media economy away from the platforms, while preserving the utility of Media Traders.

At GreyFox Ads, we beleive the quality French OpenWeb brings real efficiency to advertisers. We are the smallest Ad Network in France, but not the dumbest : we've created Master Deals to bring Media Traders :
⭐clean supply,
⭐smart targeting,
⭐simplicity,
⭐cost transparency.

You want to work with a quality partner to operate Video/Display programmatic campaign on the french market ?
📩 Contact GreyFox Ads !

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