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.
The first place agentic operations show up on the sell side is pricing; Archon Cortex is what that looks like when it is already live across a network.