# Agentic Ad Buying Is Live. The Infrastructure Underneath It Is Fragmented

- slug: agentic-ad-buying-is-live-the-infrastructure-underneath-it-is-fragmented
- date: 2026-04-07
- category: Agentics

NBCUniversal ran live AI-agent ad buys across linear TV and streaming during Q1 2026 NFL playoffs. That part is real. The part nobody agrees on: which standard should autonomous agents use to negotiate the transaction?

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