Firsthand

Building a company is rarely linear; it’s full of bold bets and unexpected breakthroughs. For Michael Rubenstein, that path has led to Firsthand and the creation of Brand Agents, giving companies a new way to engage consumers in the AI era. Next week at #AdvertisingWeek, he joins Mike O'Sullivan for a live podcast taping with The Trade Desk's The Current — a candid, builder-to-builder conversation on what it really takes to create something meaningful in adtech and beyond. Spots are limited; sign up via the link in comments ⬇️

As AI answer engines rise, publisher content powers the experience — but publishers risk losing the audience. Firsthand Brand Agents give that power back, helping publishers own the experience and the upside. Read Andrew Rutledge’s full take on how publishers can thrive in the AI era: “Publishers: own the experience, own the audience”: https://lnkd.in/g-4Pfqay

Today’s announcement by Cloudflare is a meaningful step forward for publishers and toward a more balanced AI economy. By blocking AI crawlers by default, Cloudflare is helping publishers reclaim control over how their content is accessed and monetized — and pushing the ecosystem toward a model that values the work of content creators. But licensing is just one piece of the puzzle. Publishers can’t let AI companies become the only destinations for their audiences. They need to remain destinations in their own right. Same for marketers. Those who deliver real value to consumers can’t afford to lose their direct relationships with them. That’s why we called our company Firsthand. Our mission is to help marketers and publishers use AI to create experiences worthy of consumer attention — and to maintain those firsthand relationships. This isn’t just about blocking bots or negotiating licenses. It’s about long-term sustainability: building models that reward originality, preserve trust, and give people a reason to come directly to your properties. Cloudflare’s news is a positive step. We’re working in parallel to help publishers and marketers take the next one: delivering real value to their customers through firsthand, AI-powered experiences. 👇 In the comments: my take on how publishers can reclaim value in the AI economy by reshaping the consumer experience. The real opportunity? Selling brand agents, not ads.

Surprise, surprise: AI is everywhere at #CannesLions. But not many are talking about how it’s changing the way people discover and engage with brands. Michael Rubenstein spoke with Gordon Young of The Drum to make the case that AI isn’t just a behind-the-scenes tool — it’s becoming a new media channel. One that’s already reshaping distribution, attention, and monetization. A timely read for anyone thinking about how their brand shows up in an AI-native world. 🔗 https://lnkd.in/gj_Gkcez

Hot off the presses from Digiday: Why publishers should sell agents, not ads. In this piece, our co-founder Michael Rubenstein outlines a new path forward for publishers: 🔺 How AI can power adaptive, assistive experiences 🔺 Why Brand Agents outperform static ads 🔺 And why publishers are best positioned to lead this shift The timing matters. With #CannesLions around the corner, we’re looking forward to conversations with publishers who want to build stronger monetization models and deeper audience relationships. Don’t forget to set up a meeting on the Croisette with company leaders Michael Rubenstein, Jonathan Heller, and Andrew Rutledge. See you there. Read more: https://lnkd.in/gqr-pXrJ

Agents, not ads. That’s the shift we’re bringing to Cannes. While most AI in marketing is focused on workflow automation or creative production, we’re focused on something more fundamental: how companies engage consumers in the first place. It's using the power of GenAI to redefine the experience, not just make incremental improvements. Let’s connect at #CannesLions2025 to talk about how AI-powered Brand Agents are reshaping digital experiences, and what it means for marketers and publishers. Reach out to Michael Rubenstein, Jonathan Heller, Andrew Rutledge, or Veronique Valcu to schedule time at Cannes.

Starting soon: Michael Rubenstein takes the stage at #DMSbyLUMA to spotlight what many miss in the AI advertising conversation: This isn’t just about efficiency gains or campaign optimization. We believe AI is a new medium -- one that gives companies a chance to engage consumers in entirely new ways. If you're at #DMSbyLUMA, don’t miss it.

As AI reshapes the marketing landscape, the real challenge is staying true to brand. Powerful conversation at the Media & Innovation #BISummit on how CMOs are navigating this moment with purpose and creativity, moderated by our very own Michael Rubenstein. Recording to follow 📽️

Heading to POSSIBLE next week in Miami? Come meet Michael Rubenstein and Andrew Rutledge from the Firsthand team and learn how we’re pioneering the shift from ads to AI-powered Brand Agents. It’s a new way for marketers and publishers to connect with their consumers that's more personal, more dynamic, and built for the future of engagement.

We’re at an inflection point. AI gives marketers and publishers the chance to move beyond ads, toward Brand Agents that build lasting relationships with consumers. Firsthand co-CEOs Jonathan Heller and Michael Rubenstein break down the shift in AdExchanger. Big thanks to Allison Schiff for the feature: https://lnkd.in/gcy2-ns7