Meta's acquisition of Moltbook, a social network for AI agents, is analyzed as more than an acqui-hire. The deal signals Meta's strategic interest in the emerging agentic web, where AI agents act autonomously on behalf of businesses and consumers. On this agentic web, advertising could evolve from human-targeted ads to agent-to-agent negotiations, with Meta potentially positioning itself at the orchestration layer — deciding which agents interact and in what order. This could expand Meta's ad business into entirely new territory, though it hinges on consumer trust in autonomous AI agents.
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