The story. Agentic CTV buying works today as a human-supervised loop: an AI agent reads campaign reports and proposes changes, and a person approves them. InterMedia, an independent performance agency, has run its biddable CTV campaigns this way for a few months. (AdExchanger, How Does Agentic Buying Work In CTV?, 8 October 2026)
01What happened
- The stack. InterMedia connects Vibe.co, a self-serve CTV buying platform, to Claude through MCP, the open standard AI agents use to link to other applications. Olyzon, a CTV ad decisioning startup, links those campaigns to DSPs and SSPs.
- What the agent does. In a demonstration, Claude reported spend across major publishers including Peacock and Warner Bros. Discovery, flagged trends and suggested improvements. It can also make changes when directed.
- A person still checks. Sydney Brower, InterMedia’s director of digital media and strategy, usually confirms each change in the DSP dashboard first. “I still want a pilot in the cockpit,” she says.
- Adoption claim. Vibe CEO Arthur Querou says more than 1,000 brands have adopted its MCP integration. He says MCP-enabled buying is now a large portion of spend on the platform.
- Why APIs too. Olyzon CEO Jules Minvielle says it uses APIs rather than MCP for many partners because APIs are more deterministic, so they return consistent results.
- The friction. Brower says DSPs use different terms for the same concepts, so standardising data still takes manual work.
02What it means for CTV sellers
Agents buy from what they can read. For a seller, the open question is whether your inventory shows up clearly in the reports and catalogues these agents see. Querou says small and mid-sized businesses use these tools, because they have limited resources and want AI to manage their campaigns.
Note the evidence is one agency, one reporter and company-supplied figures. The article gives no results, no performance lift and no spend totals for InterMedia. Querou’s adoption numbers are his own.
InterMedia says it hopes to add direct insertion order functionality to Olyzon, which would reach beyond biddable buys. That would move agents closer to the guaranteed and direct deals sellers care most about.
Agentic CTV buying is real but narrow: reporting and optimisation on biddable campaigns, with people deciding.
03What publishers should do about it
04The bottom line
Agentic CTV buying is real but narrow: reporting and optimisation on biddable campaigns, with people deciding. Sellers should be ready for agents as readers of their inventory long before they are buyers of their premium deals.