RTB House Editorial Team

As the name implies, agentic AI is an AI system that acts as an agent on behalf of a user, or group of users, to accomplish a specific goal, such as AI purchase delegation. Many users also apply the term to describe chatbots that assist in AI brand discovery.

And as our recent survey shows, agentic commerce is already significantly impacting the way we search for, discover, and purchase products, not least by widening the consumer research window. Brands risk becoming invisible to consumers if they are bypassed by AI in its research recommendations. Let’s explore how your brand can respond.

Black Friday has long been defined by speed. Shoppers saw a deal, felt the pressure of a limited inventory, and bought before the moment passed. That pattern is changing. New RTB House research, Who’s Buying? Consumer Trust in the Age of Agentic AI, shows that artificial intelligence tools are reshaping Black Friday consumer behavior, turning rapid impulse buying into a longer, AI-guided evaluation period. For performance marketers, this shift changes when, where, and how holiday shoppers can be won over.

Artificial intelligence (AI) tools are productivity game changers, but not every AI is suited for every type of task. Some excel at writing copy, others can generate incredible images, and some can help researchers predict the weather. Understanding different types of AI is the key to successfully implementing AI into your workflow. This article will dive into the differences between two of the most commonly used types of AI: Generative AI vs. Predictive AI.

Agentic commerce is reshaping the buying journey. For consumers, it means researching, comparing, and discovering products is easier and more user-centric than ever. Consumer trust in AI is already surprisingly high compared with other channels, and with AI commerce, some shoppers are even comfortable granting transactional autonomy.

Brands need to be responsive to the new paradigm if they are to seize opportunities and avoid pitfalls. This article explores, through the lens of our own research, consumer delegation habits, key privacy and control thresholds, and actionable steps that retail leaders can take to build trust.

On April 16, 2026, RTB House brought together senior marketers from across Europe at Fotografiska Berlin—one of the city's most striking event spaces—for RTB Day Berlin. The agenda was packed, the conversations ran longer, and by the time dinner turned into an afterparty, it was clear the day had delivered something beyond a good program. Here's what was on the table.

CPMs, CTRs, and AIDA. The digital marketing world is rife with acronyms, jargon, and even a few straightforward terms that can have nuanced meanings. There’s no better example of this than remarketing and retargeting; both terms are often used interchangeably, even by seasoned marketing professionals, but there are subtle differences that can influence the success of your marketing campaigns.

In short, retargeting consists of paid ads served to anonymous website visitors by way of pixels/cookies, and remarketing is conducted via owned channels like email/SMS to known contacts from CRM data.

Today, we’ll look at the specific differences between remarketing vs. retargeting and examine one of the big questions of the marketing world.