CNN is developing an internal agent infrastructure as part of a plan to begin AI-driven media trading by early 2027. The company aims to complete protocol scoping by the end of the second quarter before moving into testing phases later in the year.
Testing will focus on how properties are interpreted by large language models and how buyers allocate budgets to agent-based systems. Executives say the timeline may change as the technology and market conditions continue to evolve.
The initiative combines in-house development with external technology partners, while aligning with industry frameworks to ensure compatibility. CNN is also working with standards bodies to ensure agent communication produces accurate outcomes for buyers.
Agentic protocols enable systems to exchange information, negotiate pricing, and manage tasks autonomously between buyers and sellers. The company is prioritising consistent communication to support efficient and reliable transactions.
Early efforts are centred on learning and experimentation, even without immediate revenue generation. Initial use cases are expected to focus on performance-driven campaigns before expanding into broader advertising activities.
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