""In terms of having it as a full trading model and a new revenue generator, I would say Q1," Karmali told Digiday. "In Q4 we'd like to be ready for people who want to test budgets, so that when we want to begin to trade against it fully, it's already tried and tested.""
""We're building out our own infrastructure to see how that can be traded. That's being led out of the U.S., but internationally we could adopt that quite easily," he said."
""The idea is that if CNN implements this soon, even without revenue flowing, the system can learn how the agents communicate and operate.""
CNN is developing an agentic infrastructure to begin media transactions by Q1 2027. The company aims to finalize agentic protocols by the end of Q2 2026 and will test properties in Q3. In Q4, the focus will shift to buyer behavior and budget allocation for trading experiments. The timeline may change as protocols evolve. CNN is combining in-house development with third-party tech and will collaborate with the IAB Tech Lab to ensure proper implementation and outcomes on the buy side.
Read at Digiday
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