The Sun, a British tabloid, is developing an in-house AI agent to advance its programmatic advertising efforts. EVP and publisher Dominic Carter highlighted the increasing demand for agentic media buying, emphasizing the necessity for The Sun to establish a communication link with buy-side AI agents. This initiative follows the launch of the Ad Context Protocol (AdCP), aimed at standardizing AI interactions in advertising. Carter noted that publishers must adapt quickly as demand-side platforms evolve to remain competitive. Other publishers are also exploring in-house AI solutions for tasks like campaign optimization. While agentic media buying promises to streamline publisher-advertiser connections, The Sun has already minimized its reliance on numerous ad tech vendors, reducing its ads.txt files by 86%. Additionally, The Sun utilizes AI to enhance its subscription service by personalizing user experiences. Amid declining referral traffic due to search volatility and AI summaries, the focus is shifting from page views to engagement metrics.
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