Commentary

From H2H To A2A, A New Marketing Framework

I have been thinking about agent-to-agent (A2A) marketing for nearly a quarter of a century, even before we had acronyms to explain it.

It was at the tail end of a months-long research project between the Advertising Research Foundation and the MIT Media Lab. It was codenamed "D-Map," and the …

3 comments about "From H2H To A2A, A New Marketing Framework".
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  1. david raab from raab associates, November 25, 2025 at 9:31 a.m.

    Hi Joe,
    Funny you should write this.  I was just yesterday thinking about exactly the same thing but, being an incurable consultant, saw it as a 2x2 matrix: 

                                |       Seller          |
                          ___ |  Agent|  Human |
    Buyer      - Agent__|_A2A _|_H2A___| 
    _________Human_|_A2H _|_H2H___|

    The advantages of the matrix are that  it shows relationships among the interaction types more clearly and it gives space in each cell to list examples, questions, issues, etc.

    There's a blog post in here somewhere but it won't get written until I've finished this week's H2T (turkey) interctions. 

  2. Joe Mandese from MediaPost Inc., November 25, 2025 at 9:50 a.m.

    @David Raab: Would love to read your take and happy to publish it H2M (on MediaPost), if that's something you're interesetd in. Happy Thanksgiving.

  3. Eric Brown from Amanth and Associatees, November 25, 2025 at 11:33 a.m.

    So we have seen 40% lift in ad performance with AI where the consumer request a call from business and the AI bridges call center and consumer. No one dials, no one waits on hold, and no missed calls. Other stat is 90% reduction call center hours compared to other campaigns.


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About the Author

Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.

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