‘Advertisers are actively trading reach for confidence’: What the industry learned at DMEXCO 2026

“This year there was plenty of discussion about what AI and agentic technology can do, but the more interesting conversations I had with agencies were around what it actually means to put it into practice. … If an agent is making decisions, who is ultimately responsible? How much autonomy are we comfortable giving it, and when does a human need to step in? There’s a practical permissions issue too: some agencies told me their existing client contracts simply don’t allow for agentic buying. The technology may be moving faster than the frameworks around it.” — Natalie Fisher-Brown, RVP, Buyer Development, EMEA, OpenX

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