Richy Glassberg — Co-Founder and CEO, SafeGuard Privacy
Published:
This can’t be a ‘set it and forget it’ exercise. An agent is only as safe as the direction it’s given. If you haven’t given clear instructions around compliance and safety, you don’t really know what it’s buying, and that can come back to bite you. The warning sign is simple: if you can’t explain what would stop an agent from making an unsafe or non-compliant purchase, your governance hasn’t caught up with your technology.
What does Richy Glassberg say?
Richy Glassberg, Co-Founder and CEO, SafeGuard Privacy, says: Richy Glassberg of SafeGuard Privacy explains how IAB Tech Lab’s AAMP 2.3 embeds vendor diligence into automated buyer agents, forcing organizations to encode policy decisions in machine-readable, campaign-level rules. He warns that human-reviewed approvals with caveats won’t translate to milliseconds-scale decisions, and urges brands to build auditable, current diligence records, clear governance for agent escalation, and explicit compliance instructions so automation doesn't create regulatory or safety gaps.
Cite as: Richy Glassberg. (2026). Retrieved from https://research.agilebrandguide.com/insights/richy-glassberg-this-cant-be-a-set-it-and-forget-it-exercise-an-agent-is