Make streaming
accountable.
David Nyurenberg buys television for performance advertisers and argues, in print and on stage, that streaming should be bought like television: by the show, for the household, with the incentives in plain sight, and with AI agents that make operators sharper.
Four arguments
Buy streaming by the show.
You cannot optimize, protect a brand or price fairly what you are not allowed to see, and CTV still hides the one thing linear TV always showed: the program.
02Stop measuring TV like search.
Television builds memory over weeks; judging it on attribution windows designed for intent capture makes a working channel look broken.
03Follow the incentives.
Programmatic’s waste, fraud and opacity persist because the supply chain is paid to tolerate them, not because the technology is missing.
04Agents change what expertise means.
AI agents earn their place by shortening the distance between insight and action, with a human making the call. That takes operators, not demos.
Work with outcomes
Laundry Sauce: show-level CPA, optimized live
In a closed beta on an open-auction CTV campaign for the detergent brand, a privacy-safe content-ID framework with Peer39 and Pontiac Intelligence reported results by show. Fed back into the live campaign, AdExchanger reported:
- 94%
- impressions with show-level reporting
- +64%
- add-to-cart conversions
- 2.5×
- page-view-to-cart rate on optimized impressions
Agentic buying in production
CTV reporting from Vibe flows into Claude; Olyzon carries decisions out to DSPs and SSPs across channels, with a human approving every change.
AdExchanger, Oct 2026 ↗ 2025 · Rain the Growth AgencyBack doors to show-level data
Rain built a custom algorithm with Chalice to find and bid on specific streaming content when publishers would not share show-level data.
AdExchanger, Feb 2025 ↗- Winner Most Innovative Use of CTV Technology The first privacy-safe framework for show-level buying and optimization in programmatic CTV
- Winner Best Use of Data by an Agency Closing the Loop, with CarShield, NBC, Paramount and Tubi
In his words
“You cannot market premium and deliver a blind bill of goods.”
“A channel that builds memory deserves measurement capable of observing memory.”
- Oct 2026How Does Agentic Buying Work In CTV?
Featured alongside Sydney Brower on how InterMedia Advertising's agentic buying workflow actually runs on connected TV, and how nascent the technology still is.
- Oct 2026Olyzon Launches its Agentic Orchestration Platform for Advertising, Live at Advertising Week New York
Quoted as a customer in Olyzon's launch of its agentic orchestration platform, starting with CTV and extending across YouTube, social, digital audio and DOOH.
- Oct 2026Agentic Advertising At Work: Advertisers and the Future of AI
Panel at Olyzon’s Agentic Advertising At Work evening in New York with Bayer’s Gary Guarnaccia, among practitioners already running agents on real TV budgets.
- Oct 2026Beyond the Stream: Reimagining the CTV Advertising Experience
Advertising Week session with Anoki, Amagi, Spectrum Reach and others on the roles of context and audience in CTV, and how new ad experiences change the answer.
- Sep 2026We Measured Everything, Except Whether We Got What We Wanted: A Practical Playbook for Media Accountability
Session with Bayer’s Gary Guarnaccia on the gap between what the supply chain declares, what platforms report and what is delivered, and why verification, fraud detection, supply path reporting and inclusion lists are necessary but not enough.
- Sep 2026How Direct CTV Buys Become Programmatic Winners
Podcast guest (S5E5) with a written companion interview, “Unlocking CTV’s Black Box”: three InterMedia projects covering direct publisher buys, privacy-safe show-level targeting and AI sentiment analysis.
Book David for a stage, a podcast or a story.
David Nyurenberg is SVP, Digital at InterMedia Advertising, where his team’s show-level CTV framework won AdExchanger’s 2026 award for Most Innovative Use of CTV Technology. He previously led video product development and innovation at Rain the Growth Agency, founded the consultancy Valor Digital, and began his career on the publisher side at Gameloft. He writes regularly for AdExchanger and speaks on CTV transparency, measurement and agentic buying.
