Commoditization 2.0: How Agentic AI Could Undermine The Open Web’s Best Publishers | Adexchanger

AI agents and so-called “super signal aggregators” are being framed as the saviors of premium publishers and advertisers who prioritize high-quality media.

But these technologies could perpetuate programmatic’s worst practices and push premium media brands into a Commoditization 2.0 era.

Commoditization 1.0 occurred when quality media brands legitimized the programmatic open marketplace by participating in it. That choice diluted their value, exposed their brands to reputational risks and ultimately harmed their long-term revenue potential.

Even now, not all media owners fully recognize that many ad-funded models are not only unsustainable but also work against their interests. And they could be vulnerable to further commoditization as AI slop overtakes the internet and AI agents assume control of programmatic buying.