Independent agency InterMedia is adopting agentic AI workflows to automate CTV ad buying and campaign reporting by integrating Vibe.co and Olyzon platforms. The agency utilizes the Model Context Protocol to allow campaign managers to analyze performance and execute adjustments directly within the Claude dashboard.
The shift toward agentic workflows moves the agency role from manual platform operation to high-level strategic oversight. By centralizing fragmented CTV data into a single AI interface, agencies can bypass the friction of disparate DSP dashboards and terminology. This development signals a broader move toward autonomous media buying where human 'pilots' supervise AI execution rather than performing tactical tasks. As Walmart-owned Vibe.co and startups like Olyzon prove the model's efficiency for SMBs and independent agencies, expect larger holding companies to accelerate their own internal agentic integrations. Watch for whether these AI agents gain the ability to execute direct insertion orders across premium streaming inventory in the next 18 months.
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