Behind the Numbers: an EMARKETER Podcast The Great BTN Bake (Take) Off — Digital Trends for 2026: Agentic Ad Buying and the Video Podcast Winners | Behind the Numbers
Jan 5, 2026
Join Yory Wurmser, a principal analyst specializing in ad tech, and Ross Benes, a senior analyst focused on podcasts, as they compete in a fun bake-off style discussion. Yory predicts agentic ad buying will revolutionize the industry by automating processes, while Ross reveals how YouTube's established platform will dominate the upcoming surge in video podcasts. They also delve into the challenges of adopting new standards, the significance of visual engagement, and factors that make video podcasts truly captivating. A lively clash of insights awaits!
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Standards Enable Agentic Ad Markets
- Agentic ad buying will move automation beyond programmatic to let agents make instantaneous optimization decisions.
- New standards creating a common language are essential for those agents to operate across systems.
YouTube Is The Natural Video Podcast Hub
- YouTube already functions as the default home for video podcasts because creators habitually upload video there.
- That habituation gives YouTube a structural advantage over audio-first platforms trying to pivot to video.
ARTF And AdCP Are The Building Blocks
- Multiple standards (ARTF, AdCP) aim to unify data, APIs and instructions so agents can talk to each other.
- AdCP could be transformational because it spans beyond programmatic into direct seller-buyer links across the ecosystem.