Buyer Direct

Google's Buyer Direct, an AI-driven direct sales automation tool built on its ad server, is poised to disrupt ad tech by reducing middlemen and latency, with publishers reporting fees around 10%, acco…

Google debuted Buyer Direct at Cannes, a direct booking option for agency accounts that lets them transact with programmatic benefits but without DSP and SSP fees, potentially undercutting agentic AI'…