# Senior commercial lead (anonymous)

Type: Person

Source: Marketing Intelligence Brief — https://getmarketingbrief.com/entity/senior-commercial-lead-anonymous
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## Recent coverage (1 stories)

### Publishers estimate up to 50% of ad spend lost to middlemen as agentic hype peaks
2026-06-25 05:39:37 · Sentiment: Neutral · Impact: 6/10 · Sources: 2

At Cannes Lions 2026, publishers are questioning whether agentic media buying will deliver real marketing efficiency or become another opaque ad-tech tax, with historical programmatic chains swallowing up to 50% of spend. The debate hinges on transparency, data sharing, and whether the promised ROI will actually materialize for brands and the open web.
Full story: https://getmarketingbrief.com/story/cannes-2026-marketers-agentic-buying-fees

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