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What Will an Advertising Agent Be Allowed to Believe? Part 2
By Arian Senior, Director, Operations & Innovation at Utiq An advertising agent can compare proposals at speed, but that comparison is only as reliable as the audience measures behind it. The challenge becomes especially clear when a buyer asks for incremental reach across several publishers. The reach problem does not disappear Consider a buyer asking an agent for incremental reach among a defined audience. Publisher A forecasts ten million people, [...]
October 10, 2026
What Will an Advertising Agent Be Allowed to Believe? Part 1
By Arian Senior, Director, Operations & Innovation at Utiq For fifteen years, identity in programmatic advertising has been an execution-layer utility: recognise an audience, manage frequency, reconcile events and, where the same identifier is available across environments, understand incremental reach. Agentic advertising changes the question. Buying agents will not just bid on impressions. They will interpret briefs, compare proposals, negotiate terms and move approved plans towards execution. That means an [...]
October 10, 2026
The Open Internet has Spent Too Long Selling Quantity Over Quality
By Catherine Murray, Director, Business Development, UK at Utiq Something unusual happened in the UK publisher market this summer. Ozone reported that ad request volumes across its premium publisher cohort were down by 39% to 41% year on year during the second quarter, largely as search sent fewer people through to publisher sites. At the same time, average eCPMs in June were about 30% higher than a year earlier. [...]
August 24, 2026
What Will an Advertising Agent Be Allowed to Believe? Part 2
By Arian Senior, Director, Operations & Innovation at Utiq An advertising agent can compare proposals at speed, but that comparison is only as reliable as the audience measures behind it. The challenge becomes especially clear when a buyer asks for incremental reach across several publishers. The reach problem does not disappear Consider a buyer asking an agent for incremental reach among a defined audience. Publisher A forecasts ten million people, [...]
October 10, 2026
What Will an Advertising Agent Be Allowed to Believe? Part 1
By Arian Senior, Director, Operations & Innovation at Utiq For fifteen years, identity in programmatic advertising has been an execution-layer utility: recognise an audience, manage frequency, reconcile events and, where the same identifier is available across environments, understand incremental reach. Agentic advertising changes the question. Buying agents will not just bid on impressions. They will interpret briefs, compare proposals, negotiate terms and move approved plans towards execution. That means an [...]
October 10, 2026
The Open Internet has Spent Too Long Selling Quantity Over Quality
By Catherine Murray, Director, Business Development, UK at Utiq Something unusual happened in the UK publisher market this summer. Ozone reported that ad request volumes across its premium publisher cohort were down by 39% to 41% year on year during the second quarter, largely as search sent fewer people through to publisher sites. At the same time, average eCPMs in June were about 30% higher than a year earlier. [...]
August 24, 2026
