Media and Creative

Media and Creative covers the marketing work that agents touch first: buying media, planning it, and producing and reviewing creative. The facts here change fastest. The platform guides will carry a 45-day refresh cycle instead of the site's 90, so their last-verified dates will matter more.

The first planned piece will set the baseline for autonomous media buying: what an agent can read, change, and spend inside Meta, Google, TikTok, Amazon, and the retail media networks, and whether the platforms still require a person anywhere. Field guides will follow, one platform at a time, on permission tiers, limits, and what to switch on first. A piece on AdCP will ask what buying agents negotiating with selling agents means for a media team, and how far off that is.

Creative is the other half. The author's view is that once agents produce drafts, the bottleneck moves to the people who review them, and a planned piece will ask how review works at ten times the volume without making approvers the new delay. Another will take up creative testing as a learning agenda rather than a stream of one-off tests. A third will ask what media planning becomes when an annual plan turns into continuous allocation.

The reading order below starts with media buying, then the platform guides and AdCP, then the two creative pieces, with media planning last because it assumes all of them.