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Lead DevelopmentFACT · 4/5•8 Oct '26•Via AdExchanger

Agentic Buying in CTV: How It Works

This article explores the practical application of agentic AI in connected TV (CTV) advertising, featuring insights from InterMedia, an independent agency. InterMedia has integrated model context protocol (MCP) and API-based tools from Vibe.co and Olyzon, enabling campaign managers to interact with CTV campaigns via Claude's dashboard. This workflow allows for data analysis and decision-making from a single interface, with human oversight ensuring accuracy. Vibe's MCP integration has been adopted by over 1,000 brands, and Olyzon launched its agentic orchestration platform at Advertising Week New York. While early adopters like InterMedia are already using agentic workflows for most biddable campaigns, challenges remain in standardizing data across DSPs. The article predicts that larger agencies will build similar integrations, leading to an evolution of the media buyer role.

•InterMedia uses MCP and API integrations with Vibe.co and Olyzon for CTV ad buying.
•Vibe's Claude integration has been adopted by over 1,000 brands.
•Olyzon launched its agentic orchestration platform at Advertising Week New York.

Entities:Olyzon

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