‘We should own it’: Hershey’s programmatic chief on AI agents and media mix modeling

AI media buying agents steal the headlines , but some of the highest-impact applications of agentic technology by brand advertisers has been in the form of media mix modeling (MMM) , systems that monitor the impact of ad investments and help to divine a marketer s next move. Related Insights Marketing on Platforms Why brands are shifting toward ‘less precise, more accurate’ gauges for paid social