Today, at a private executive lunch during Advertising Week New York hosted by Tom Triscari and Nadia Gonzalez, we ran a live agent-to-agent media buy for Reckitt’s Mucinex brand, from brief to live placement, in front of the room.

Reckitt set the rules first: brand safety, exclusions, Compliant verification on every product, set once and applied to everything the agent did from there. Then came the brief, the same one Reckitt would hand to anyone. The agent read every page of it, built the plan at the autonomy level Reckitt had set, and showed what it understood and why.

The plan went to Reckitt’s trading team for approval. Then it went to the other side. Paradium.AI, USA TODAY Co. and The Daily Beast opened their own dashboards, saw who was buying, what the creative was and what the budget was, and approved it themselves, pushing the line items straight into their ad servers. No insertion order, no email chain.

That’s the infrastructure we announced on Tuesday, in practice: human-led, agents in the loop, governed on both sides of every buy, with people in the lead throughout. As pubX co-founder and CEO Andrew Mole put it, closing the session: “For the first time, the infrastructure has caught up with what a brand wants to do with its advertising and how a publisher wants to sell.”

Marco Godina will share what we learned at Prebid Summit New York on October 13.

👉 Read Tuesday’s announcement → https://www.adexchanger.com/ai/pubx-raises-5-million-and-buys-digital-governance-startup-compliant/