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虎嗅APP·· 2026-06-19经营分24

“人类掌舵，代理参与循环”：WPP 正在测试视频买家代理，但更大的赌注是治理

‘Humans at the helm, agents in the loop’: WPP is testing a buyer agent for video, but it’s bigger bet is on governance

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Marketers are nervous about agentic media buying. WPP is betting governance is the answer. Which is why alongside the launch of its Buyer Agent for Video yesterday (June 18), it unveiled a coalition of premium media owners including Disney, Netflix, NBCUniversal, Paramount and Fox as well as standards bodies IAB Tech Lab and Prebid.org . It is, for all intents and purposes, a message to skeptical marketers: look how many responsible adults are in the room. Because their concern isn’t just about

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来源：虎嗅APP · digiday.com