Agents 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.
10 pieces · 1 authored · AI optimization work since 2024 · agentic buying since 2026
The argument
We used to spend a ridiculous amount of time bouncing between platforms, digging through spreadsheets for insights, and then acting on them by hand. Now our CTV reporting flows into Claude, and Olyzon carries the decisions out to DSPs and SSPs across channels. I can ask how a campaign is doing in plain language and act on the answer across platforms with a single prompt, without rebuilding our stack around another platform.
That changes what it means to be an expert. It used to mean knowing your way around a platform: which buttons to push and where to go. Now it means being judicious about which changes to make. I expect the big holding companies and brands to build their own versions of these integrations.
Agentic advertising is promising, and it is still unproven at scale. My bar is practical. A human makes every final call, and the only test that matters is whether the distance between seeing something and doing something gets shorter on the stack you already run.
The full trail, oldest first
10 pieces- Feb 2024Case Study: Revolutionizing CTV with Custom AI Algorithms
How Rain and Chalice Custom Algorithms drove brand awareness and direct-response ROAS for a DTC apparel brand on CTV.
- May 2024Revolutionizing CTV with Custom AI Algorithms: Driving Performance with Premium CTV Publishers
VAB INSPIRE Spotlight on Innovation roundtable, available on demand, on Rain’s custom-algorithm approach to premium CTV.
- Aug 2024Rain the Growth Agency Partners with Chalice AI to Optimize Audience Targeting
Quoted on adopting Chalice’s AI Audiences after testing showed it met clients’ direct-response goals.
- Feb 2025CTV x AI Preview 2025: Exploring How AI is Influencing CTV’s Effectiveness
Virtual panel with FreeWheel, AWS, Alpha Precision Media and the VAB on how AI is changing CTV planning, placement and outcomes.
- Jun 2025InterMedia Group of Companies Strengthens CTV Leadership with Appointment of David Nyurenberg
Announcement of his appointment as SVP of Digital at InterMedia Advertising, crediting him as a respected industry voice driving AI transformation across linear and streaming media.
- May 2026Ep. 134: Why Programmatic Advertising Needs a Reset
Featured guest breaking down the realities of programmatic advertising, CTV transparency, and how lessons from traditional linear TV buying still apply to modern digital environments.
- 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.
- 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 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.