InMobi, Scope3 Debut Sell-Side Agent for Autonomous Media Buying

“We find that most partners start with varying degrees of human gating and approvals, then gradually extend more autonomy to their agents as confidence grows and results accumulate,” said Coghlan. She noted that “embedded human judgement” is a “core principle” of the AdCP framework, meaning there are built-in checks for humans to exercise oversight and ensure agents are only acting according to what they are authorized to do independently. 

In the partnership between Scope3 and InMobi and Glance, a buyer would submit a brief to the sales agent through Interchange, Scope3’s agent-to-agent media platform. The buyer would then receive info about the devices and ad types that suit their demands, plus information about availability, pricing, and relevant market. From there, the buyer can make a purchasing decision. Interchange is growing rapidly, according to Coghlan, with Scope3 in “active conversation with all of the major media sellers.”

InMobi and Glance will pilot the system over the course of the coming weeks. The company declined to specify any participating brands.

The company is bullish on the widespread adoption of agentic advertising models. InMobi could reach “a few hundred agentic transactions every day” by the end of 2026, Nagpal said. In the next two years, he predicts that as much as 80% of total digital ad spend could be routed through agents.  

InMobi’s investments in agentic advertising are deepening. Last month, the company acquired AI-backed app analytics firm MobileAction for an undisclosed sum. At that time, vice president and general manager Rohit Dosi touted the deal as a way for InMobi to help advertisers “drive sustainable, intelligent growth in an agentic world.”