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# Digiday: Meta’s Muse agent could hide a new ad business
- URL: https://www.medianexis.com/digiday-metas-muse-agent-could-hide-a-new-ad-business/
- Published: 2026-09-25T22:02:35.000Z
- Updated: 2026-09-25T22:02:35.000Z
- Description: Digiday’s Seb Joseph and Krystal Scanlon report that Meta built its $243 billion ads business on human attention, and Muse raises the question of whether agents could be next in line.
- Author: The Signals Desk
- Tags: Ad-tech, AI, Seb Joseph, Krystal Scanlon, Meta's Muse opens to developers, becomes de facto platform bid

*Signal from* [*digiday.com*](https://digiday.com/?ref=medianexis.com) *·* [*Seb Joseph*](https://www.medianexis.com/tag/by-seb-joseph/)*,* [*Krystal Scanlon*](https://www.medianexis.com/tag/by-krystal-scanlon/) *·* [*read the original*](https://digiday.com/marketing/future-of-marketing-briefing-imagining-the-ad-business-hiding-inside-metas-muse/?ref=medianexis.com)*.*