Agentic buying goes audio: Butler/Till and iHeartMedia run a direct, MCP-linked buy
Independent agency Butler/Till and iHeartMedia just moved agentic media buying into audio: a four-week, roughly $10K direct buy for an agricultural client, executed by paired AI agents talking over an MCP server. It cut CPMs 42% and pushed 48% of podcast impressions to premium non-skippable mid-rolls, signaling agentic buying is moving from one-off CTV/display tests toward scale.