Have my agent call your agent.
Today at Advertising Week, Olyzon launched its agentic orchestration platform, which uses AI agents to manage media campaigns across a buyer’s existing adtech stack. The platform connects with DSPs including The Trade Desk, Amazon DSP, DV360 and Yahoo DSP, alongside supply and inventory partners including PubMatic, Universal Ads and Vibe, and verification provider DoubleVerify, among others.
Rather than replacing those platforms, Olyzon sits above them, using agents to coordinate planning, buying, measurement and optimization across the different systems. Buyers maintain control over budgets, existing deals and approval thresholds, while the agents handle much of the work required to execute changes across platforms.
Why This Matters:
This is an agentic platform, but human plus machine is still very much central to the pitch. Per the release, “The platform gives the buyer finer control at every stage of the campaign. Planning is program-level, so a brand decides where it appears across CTV and every other channel in the plan. Activation runs across all platforms at once, inside the constraints, upfront commitments, and DSP allocations the buyer sets.”
It goes on to say, “Budget moves in-flight toward what is working, inside caps and approval thresholds the buyer controls, with a full audit log and control back in their hands at any time.”
The division of labor is pretty clear: upstream planning remains human, at least for now, while downstream execution becomes increasingly agentic. That’s a good/easier sell.
Also, it’s a good lineup of partners at launch, which is essential for an agentic orchestration player. You need to be well integrated across the ecosystem to operate agentically and seamlessly. So the broad representation here is a plus.
Experts React:
Here’s a good comment on the launch from InterMedia Advertising’s (awesome) David Nyurenberg, SVP of Digital:
“We used to spend a ridiculous amount of time bouncing between platforms, digging through spreadsheets for insights, and then manually acting on them. With Olyzon, we can get to those insights in seconds and action them across platforms through a single prompt. We were always optimizing. Now the distance between seeing something and doing something is dramatically shorter, without rebuilding our stack around another platform.”
Our Take:
This is the future — or at least part of it. Agents helping execute media campaigns should create efficiencies and reduce costs, in theory. According to a recent BCG report, 31% of B2C CMOs and 20% of B2B CMOs say their agentic marketing transformation is already having a significant, measurable impact on revenue.
It’s still early days, but the more routine execution that can be handed off to agents — while humans retain control over strategy and key decisions — the more compelling the value proposition becomes.
AdTechRadar is owned by Chris Harihar, an EVP at Mod Op. Yahoo DSP and DoubleVerify are Mod Op clients.
