Agentic Ad Budgets Are Live. Access Them With Your Storefront.

Buyer agents are managing advertising budgets on behalf of the world’s top brands and agencies. The marketing leaders guiding them have moved from evaluating agentic advertising capabilities last year to executing live campaigns at scale. For any seller or service provider — whether a surface owner, a data provider, a creative platform, or a governance partner — this shift has a direct consequence: if buyer agents can’t find you and your offering, spend will flow elsewhere.

Enter agentic storefronts. Sellers who’ve opened their Storefront are already winning budgets run directly by brands (and their agents) on Interchange, where the world’s leading marketers are executing agentic advertising. Getting started takes less time than you’d expect. With Murph, Scope3’s AI concierge, most sellers are live in no time.

In this post:

• How brands are reimagining their marketing and advertising with AI agents – and what it means for sellers
• How today’s media buying infrastructure leaves premium seller value on the table
• How agent-to-agent advertising rewards surface owners and service providers with valuable, differentiated offerings
• How your Storefront helps you merchandise, sell, and scale revenue on Interchange
• How to open your agentic storefront and start earning in no time

How brands and agencies are transforming their marketing and advertising with AI agents

Brands are now using AI agents across their marketing and advertising efforts, including for disciplines like customer service, commerce, content, personalization, and more. Agentic AI is quickly becoming the primary vehicle they use to reach and engage consumers, and the numbers bear that out.

Gartner projects that 60% of brands will use agentic AI to deliver one-to-one marketing interactions by 2028, describing it as “the end of channel-based marketing as we know it.” Morgan Stanley estimates that AI agents could influence $190B to $385B in U.S. e-commerce spending by 2030, representing 10 to 20% of the total online retail market.

Media buying is following the same trajectory. The IAB’s 2026 Outlook Study finds that 66% of ad buyers are increasing focus on agentic AI for ad buying and campaign execution, with 96% already aware of it as an active capability. Ad buying has moved from a trailing use case to a leading one, and surface owners are responding as a result.

CNN has built in-house agent infrastructure, positioning its operations for an agent-first world. Disney unveiled an “Ads Agent” that generates full media plans from creative briefs. NBC has deployed AI agents over live sports inventory on linear television, a historic first for one of the most premium surfaces in media. And at this year’s upfront, Netflix announced a suite of AI agents that can manage, optimize, and purchase ads on the platform autonomously. These moves point to where the market is heading, and how quickly it’s moving.

Underpinning this broader momentum is the rise of shared standards. Chief among them is the Ad Context Protocol (AdCP), an open standard that lets AI agents discover, negotiate, and transact media across any surface. AgenticAdvertising.org is the industry body behind it. Its members span hundreds of individuals across dozens of companies — platforms, surface owners, agencies, and brands who are all building to the spec.

With momentum building, standards in place, and adoption accelerating, buyer agents are already beginning to transact against live briefs. Sellers without an agentic storefront are not yet in contention for these budgets, which are scaling quickly across the ecosystem.

How today’s media buying infrastructure leaves premium seller value on the table

Surface owners and service providers have built valuable assets: deeply engaged audiences, premium inventory, proprietary data, and creative capabilities that brands can’t replicate on their own. The commercial challenge has always been how to effectively connect these assets to the buyers best positioned to use them.

Legacy buying infrastructure was built around the impression and the CPM. That works for standard inventory but struggles with the products and pricing models that often define a premium offering — such as a homepage takeover priced per day, a custom sponsorship built around a live event, or a multi-surface content series sold as a package. None of these fit neatly into that legacy mold, so what gets transacted is often a compressed version of what’s actually available: the CPM, the format, the targeting parameter.

Direct sales can carry that depth, but only when deal size justifies the overhead. Brief review, product selection, pricing negotiation, and creative trafficking can take five to ten business days minimum. Sellers regularly miss campaigns that would have been a strong fit simply because the economics of getting the deal done don’t pencil out on either side.

The result is a persistent gap. Campaigns that would perform exceptionally well against a seller’s best assets consistently fail to find them, because there is no efficient path to expressing and evaluating fit at scale. Closing it means giving sellers a way to put forward the full picture of what they offer — their audience, their context, their premium positioning — and have buyers evaluate it on its merits, rather than on a generic impression. That is exactly what agent-to-agent advertising makes possible.

How agent-to-agent advertising prioritizes strategic fit and why that changes everything for sellers

In previous buying systems, the path from buyer intent to the right inventory was shaped by intermediaries, relationships, and deal cycles. This meant the quality of what you offered was only as valuable as your ability to expose it through the right channel at the right moment.

Agent-to-agent advertising changes the terms of competition, prioritizing fit over price alone. That distinction matters enormously for sellers who’ve built something differentiated. A buyer agent’s job is to find the best match for a brief. Sellers who represent their offerings through agents, with the clarity, depth, and full context of what they provide, are the ones well-positioned to secure budgets. In this model, premium inventory and services compete on their own merits.

Consider what this looks like in practice on Interchange: A DTC athleisure brand is launching a new performance line and wants to reach fitness-motivated men and women 25–45 who are active across training and lifestyle categories. Its buyer agent sends a structured query to Interchange to evaluate offerings from live Storefronts. Sellers’ merchandising agents respond, assembling best-fit packages that meet the brand’s brief, objectives, and intended outcomes. For example:

• A lifestyle media brand responds with premium editorial placements and sponsored content, substantiated by first-party data from its newsletter subscribers, app users, and content engagement signals.
• A premium CTV network with sports, fitness, and wellness programming responds with pre-roll and mid-roll inventory tied to specific contexts, including a timely seasonal sponsorship around a live event.
• A social platform surfaces sponsored content and creator placement packages from top influencers across relevant fitness and lifestyle verticals.
• A creative partner recommends on-brand performance creative adapted to each format and audience context in the plan.
• A third-party signals provider responds with fitness and active lifestyle segments built from behavioral and interest data, available for enrichment across any surface in the buy.

The agent operating on behalf of the athleisure brand evaluates every response against the query and recommends a portfolio allocation, based on what will work best for the campaign rather than on price alone. The agent works within the guardrails and objectives its team has set, and a marketer reviews the recommendation, adjusts where needed, and approves the buys before anything goes live.

For the surface owners and service providers in that scenario, the Storefront is what put them in the running. It’s how you show up in this model: discoverable to buyer agents, and ready to respond to their briefs with the full picture of what you offer.

How your Storefront helps you merchandise, sell, and scale revenue on Interchange

Your agentic storefront is a structured hub that holds everything you offer — your surfaces, audiences, packages, pricing, and terms — and serves as your commercial presence on Interchange. It’s how you become discoverable to buyer agents representing leading brands and agencies, and where they evaluate and transact with you directly across any advertising opportunity you want to merchandise (at no cost to you). That might be a surface like CTV, OOH, or AI chat, or a service such as creative production, third-party data, or brand governance.

Each Storefront comes with a merchandising agent that you can custom-train to reflect how you sell, the same way you’d coach a great sales rep. You teach it your rules, packaging preferences, and guidelines on style and voice. Murph, Scope3’s AI concierge, works through this with you, drawing on your existing media kits, rate cards, and assets so you arrive at a trained agent in conversation rather than needing to build or develop one from scratch.

Once it’s ready and your Storefront is set up, your merchandising agent assembles and delivers best-fit product packages in response to buyer briefs, within the guidelines you set and with full visibility into every response. And if you’d rather use your own sales agent, you can connect it to your Storefront for the same purpose.

In this model, discoverability is no longer determined by existing relationships or preset deal lists, but by the quality and clarity of what you bring to market. Here’s how that dynamic helps surface owners and sellers:

• Represent your full value. Your Storefront goes beyond a CPM. It expresses your brand prestige, audience profile, contextual quality, and creative specs alongside your inventory, so buyer agents see the complete picture of what makes your offering worth buying.
• Dynamic, best-fit packages for every brief. Drawing on your surfaces, signals, pricing, and terms, your merchandising agent dynamically shapes a package to fit each buyer brief within the guidelines you set – bringing your full value to bear on every transaction.
• Demand you couldn’t reach before. The budgets flowing through Interchange are exclusive to it. New buyer agents and new pools of spend run alongside your direct sales and existing SSPs, not in place of them.
• No cost to participate, better economics on every deal. There’s no fee to open your Storefront today. Buyers pay for access to Interchange, and you earn when they spend. And because Interchange connects buyers and sellers directly, more of every dollar flows to you when compared to other automated sales channels.
• Control that doesn’t compromise scale. Set floor prices per property and per format, bundle inventory your way, and approve every deal at your discretion. Your Storefront executes only what you’ve authorized.

Every brief moving through Interchange represents a buyer looking to invest in the products that best fit their objectives. Your Storefront is how you contend for those budgets.

How to open your agentic storefront on the Scope3 Interchange

Any seller or service provider participating in the agentic advertising ecosystem can open a Storefront. If you offer something that helps brands run agentic advertising, there’s a place for you on Interchange.

Open your Storefront on the Scope3 Interchange →

Getting started takes less time than you’d expect. When you sign up, you’re greeted by Murph, Scope3’s AI concierge built into the Interchange experience. Murph is chat-based, working through setup with you to help you connect your inventory, craft your Storefront operating instructions, and train your merchandising agent to reflect how you sell.

You don’t need a developer, a protocol spec, or a lengthy onboarding process. Using Murph, most sellers are set up and ready to transact in no time. And once you’re up and running, Murph remains available as an always-on resource to help whenever you might need it.

There’s no cost to open or run your Storefront today. Buyers pay for access to Interchange, and you earn when they spend.

Why opening your Storefront now matters

The global AI agents market is projected to grow roughly 7x by 2030, from $8B to $53B. Within the broader media, entertainment, and content market, where advertising and marketing is the single largest application, agentic AI is growing at a 36% CAGR through the same period.

The buyer agents running campaigns today on Interchange are building familiarity with the surfaces and services they can find, the sellers whose agents respond well, and the Storefronts that deliver. That familiarity becomes preference, and preference compounds into commercial advantage that is hard to close.

On Interchange, buyer agents are hungry for more advertising opportunities and ready to spend, across markets, formats, and audiences. Your Storefront is how you capture that revenue and establish your lead in agentic advertising.

Learn more about agentic storefronts →

Open your Storefront on the Scope3 Interchange →