How Agentic Advertising Changes What Brands Can Buy — and How They Buy It

For brands, one of the clearest opportunities in agentic advertising is being able to discover and evaluate media for what it actually is, rather than a limited version of what existing buying models can express.

That distinction matters more than it might seem. The most differentiated surfaces in market carry rich context that traditional buying infrastructure was never built to hold. The environment, the audience signals, the commerce layer. Brands have always known these surfaces existed. Getting full context on them, at scale and at the moment it matters, has been the hard part.

Agent-to-agent buying changes that. When a buying agent receives the complete picture of what a surface is, brands can evaluate on strategic fit and act on it. The surfaces that were hardest to access and assess become discoverable and buyable on terms the brand controls.

A Surface That Deserves a Better Buying Process

Glance is one of the clearest examples of why this matters.

An AI-native commerce platform, Glance reaches 300 million active devices across lock screens, apps, and CTV — offering rich first-party signals and a format built for brands with real commerce objectives. Users browse, try on products, and make purchases (all with the help of AI), creating high-intent moments at the intersection of content and commerce.

As AdWeek described it, Glance inventory is context-dependent — more like a premium commerce experience than commoditized digital inventory, and not suited for traditional programmatic pipes.

Remarking on why Glance requires a different kind of buying conversation, Scope3 COO and cofounder Anne Coghlan told AdWeek:

“Agentic transactions allow surfaces to be bought with the full context of what Glance is, rather than flattening it into a biddable, impression-level commodity.”

InMobi Brings Glance to Interchange

This week, InMobi Advertising launched its agentic seller on Interchange, opening Glance and InMobi’s broader mobile supply to buyer agents. Brands and agencies on Interchange can now reach these audiences directly, with their brief, standards, and governance parameters traveling fully intact.

That’s what the Interchange is built for. Buying agents discover and activate supply across every surface where consumers are spending time, evaluating opportunities at the portfolio level based on what a brand is actually trying to achieve. Strategy, standards, and governance travel intact across every market, campaign, and surface — now including Glance.

Read the full story on our partnership with InMobi in AdWeek →

Join the Interchange beta →