Triton Digital said it has completed its first agentic selling media buy through its new Seller Agent.
“The transaction was executed with media partner Talpa Media, and Draft Digital serving as the agency on behalf of brand Otrium,” the company said.
Otrium is an online fashion retailer. Triton is part of iHeartMedia.
“As an audio-industry first, the entire process, from request and negotiation through to booking in the ad server, was carried out through communication between AI agents, with no manual intervention required to move the deal from brief to booking.”
It said such a transaction formerly might take days but now can be done in minutes.
The Seller Agent is described as an agentic capability of the Triton Ad Platform that allows publishers and buyers to “receive, evaluate and fulfill campaign requests from AI buying agents without manual back-and-forth.”
Triton noted that it is a founding member of AgenticAdvertising.org, which advocates for the use of Advertising Context Protocol (AdCP) as a common language for buyers and sellers to transact via AI agents.
Benjamin Masse, chief product officer at Triton Digital, was quoted in the announcement: “Now agents can interact to identify the right inventory, align on terms and book the deal in minutes instead of days, without the publisher giving up control of pricing or relationships. We’re not removing the publisher from the decision; we’re removing the friction around it.”
The press release includes a more detailed description of how the AI tools and systems interacted.
