Georgia-Pacific is postponing the adoption of automated buying agents, according to Paras Shah, the company’s senior director of digital media. Speaking with Digiday, Shah explained that the delay stems not from technological limitations but from systemic inefficiencies in the online advertising ecosystem. He described the current state of digital ad buying as plagued by waste, suggesting that existing tools and processes fail to deliver sufficient return on investment to justify automation at this time.

The decision reflects a broader skepticism among major brands about the effectiveness of programmatic advertising, particularly concerning transparency, fraud, and audience targeting accuracy. For content creators who rely on ad revenue or brand partnerships, this caution from a major advertiser like Georgia-Pacific may signal shifting priorities in how brands allocate digital spend. Creators may see fewer automated ad placements or increased scrutiny on campaign performance metrics.

While Shah did not reject the future potential of buying agents, he emphasized that the industry must first address foundational waste in ad delivery and measurement. This includes issues like non-viewable impressions, bot traffic, and misaligned incentives between platforms, agencies, and advertisers. Until these problems are mitigated, Georgia-Pacific intends to maintain a more controlled, manual approach to media buying.

For creators, the takeaway is clear: brand safety and demonstrable ROI are becoming decisive factors in partnership decisions. As large advertisers reevaluate their tech stacks, creators who can offer transparent, engaged audiences and verifiable results may gain a competitive edge in securing long-term brand deals. The shift underscores a growing demand for accountability in digital advertising—one that could reshape how creators monetize their content in the coming years.