{"id":16722,"date":"2026-07-20T06:00:00","date_gmt":"2026-07-20T06:00:00","guid":{"rendered":"https:\/\/e-dialog.group\/?p=16722"},"modified":"2026-07-17T18:50:21","modified_gmt":"2026-07-17T18:50:21","slug":"an-overview-of-agentic-commerce-and-how-it-impacts-media-planning","status":"publish","type":"post","link":"https:\/\/e-dialog.group\/en\/blog\/an-overview-of-agentic-commerce-and-how-it-impacts-media-planning\/","title":{"rendered":"An Overview of Agentic Commerce\u2014and How It Impacts Media Planning"},"content":{"rendered":"
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There are moments when you realize that something is changing fundamentally. For me, Agentic Commerce is one of those moments. We’ve been exploring it intensively for months: in client meetings, on panels, and most recently at the IAB Network Event. And the deeper you dive into it, the clearer it becomes that we’re currently standing at a turning point in media planning. <\/p>\n <\/div>\n<\/div>

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The Shift<\/h2>\n

We’re familiar with traditional e-commerce<\/a>: Someone searches for a product, lands on a product page, reads through all the details, makes a decision based on that information, and makes a purchase. Every step of this journey presented an opportunity for advertising—from the awareness campaign to search ads, optimized landing pages, and retargeting. <\/p>\n

Agentic Commerce disrupts this process. The new workflow: Someone tells their AI assistant what they need, and the agent<\/a> compares, filters, decides, and makes the purchase. Directly, without a product page, without a hero image, and without a brand story at the point of sale. What ultimately remains is data: the product feed with all the important attributes and signals. <\/p>\n

Google now has over 20 global partners on board for the Universal Commerce Protocol—from Shopify to Zalando to Mastercard. Walmart can be booked through Gemini. OpenAI has rolled out “Buy it in ChatGPT,” which will soon be available to one million Shopify merchants. And at Google Marketing Live in May, the next building blocks were laid with the Universal Cart and the Agent Payments Protocol. <\/p>\n

The technology is here. It continues to evolve. For the DACH market, we expect the first launches in 6 to 12 months, with widespread availability by 2027. So we have some lead time, but we need to make the most of it. Preparing an organization for Agentic Commerce doesn’t happen overnight. <\/p>\n

Advertising for people. And advertising for their agents. <\/h2>\n

This is where the real challenge for media planning lies. We’ve always had a clear target audience: people. Media planning meant: Who should see my message, when, where, and how often? All models, all KPIs, and all booking logic are based on this fundamental assumption. <\/p>\n

Now there are two recipients: humans and their agents. And the two operate according to fundamentally different logics. <\/p>\n <\/div>\n<\/div>

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