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Agentic Media Buying Enters India's Adtech Landscape

Ad Tribe! Bureau2 min read
Agentic Media Buying Enters India's Adtech Landscape

Agentic media buying is arriving in India's adtech scene, as global platforms and domestic startups race to build autonomous systems for programmatic advertising. Agentic AI refers to systems capable of independent decision-making and complex task execution without continuous human input, marking the next step beyond current generative-AI tools and eventually enabling end-to-end automation of campaign workflows.

  • Agentic AI automates end-to-end programmatic campaign workflows
  • ~8 global platforms shipped autonomous buying tools around Cannes Lions 2026
  • Indian players: Adsnex (Navi Mumbai), Marx AI Technology (Gurugram)
  • InMobi's Glance built a sell-side AI agent with Scope3

Global platforms set the pace for agentic media buying

Around Cannes Lions 2026, at least eight global platforms shipped some form of autonomous buying, coordination or verification infrastructure. These include DoubleVerify, LiveRamp, Pixalate, Mediaocean, Magnite, Yahoo, Stagwell and Fox. Each has moved toward tools that reduce manual intervention across the buying chain, signalling that agentic AI is becoming a mainstream direction for the global programmatic industry rather than an experimental sidebar.

India's startups build their own agentic layer

India's own players are developing comparable tools tailored to local market needs. Adsnex, based in Navi Mumbai, has built an advertising operating system around agentic AI designed to unify ad creation, campaign management and optimisation across networks. Marx AI Technology, out of Gurugram, uses workflow-based AI for competitor analysis and creative ideation, while deliberately leaving strategic decisions with human teams. Meanwhile, InMobi, through its Glance commerce platform, has partnered with measurement firm Scope3 to build a sell-side AI agent that functions as an autonomous sales representative for premium inventory.

In a market where programmatic adoption is still evolving and guaranteed deals remain common, such automation could bring meaningful efficiency to fragmented buying processes. The approach taken by companies like Marx AI Technology — automating research and ideation while retaining human oversight for strategy — suggests that Indian adtech firms may pursue a hybrid model rather than full automation in the near term. As global and domestic infrastructure matures in parallel, India's advertising ecosystem appears poised to adopt agentic tools at its own pace, balancing efficiency gains with the market's continued reliance on human-led strategic decision-making.

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