Yesterday, our Senior Director of Product, Marco Godina, joined the Main Stage at Prebid Summit New York for the panel “Agentic Buying: Separating Real From Theater.”

The panel took a closer look at the reality behind agentic buying: what AI agents actually decide across bidding, creative selection, and budget pacing, versus what’s still theater dressed up as autonomy. It’s the question we think the industry needs to ask more often, separating infrastructure genuinely built for agents from an agentic layer bolted onto the same pipes that ran the last wave.

It was a fitting place to bring that perspective, coming just days after we ran a live agent-to-agent media buy for Reckitt’s Mucinex brand at Advertising Week New York. Brief to live placement, with Reckitt’s trading team approving the plan and three publishers accepting it live, from their own dashboards. No insertion order, no email chain.

pubX also sponsored the on-site Happy Hour at Quorum by Convene, where the conversation continued long after the panel wrapped, over drinks with the wider Prebid community.

Thank you to Prebid.org for a sharp conversation, and to everyone who stopped by the bar afterward.

👉 Read Wednesday’s live buy recap → https://pubx.ai/live-agent-to-agent-media-buy-awny/