Shay Brog, CEO of Burt Intelligence, used an IAB Tech Lab post to make a case worth taking seriously inside any GAM/MCM operation: the agentic shift inside publisher operations isn’t a future-tense conversation anymore, it’s already running — and the risk moved with it, from “wrong answer” to “wrong action on revenue-sensitive data.”
01Why this matters for publishers and buyers
| The use cases have moved past dashboards | Brog cites publisher teams already deploying agents for internal sales support against customer performance data, revenue-decline investigation, campaign risk assessment, and inventory forecasting — all read-heavy today, but built on infrastructure that doesn't stay read-only for long. |
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| Burt's own product mirrors the shift | The company's MCP server, live since early March, shipped an update roughly five months later adding CRUD capabilities to reporting — meaning the same agent that used to fetch a report can now create, update, or delete one. |
| Democratization and governance are the same problem, not two problems | Brog's framing is that giving an agent "governed capabilities" instead of teaching every user every system is the efficiency win — but the word doing the work in that sentence is governed, not agent. |
| IAB Tech Lab is building the plumbing this needs | The Agent and MCP Registry and the AAMP (Agentic Advertising Management Protocols) initiative are the industry's answer to authentication, permissions, and interoperability standards — without which every publisher's agent rollout reinvents its own access-control model. |
The interesting number in Brog's piece isn't a percentage, it's a verb: agents that used to fetch went and learned to write.
02What publishers should do
03The bottom line
The interesting number in Brog’s piece isn’t a percentage, it’s a verb: agents that used to fetch went and learned to write. That’s the moment publisher operations teams should stop treating agentic tooling as a convenience layer and start treating it as infrastructure that needs the same access review any human with write permissions to revenue data would get.