The Yahoo DSP Agent Network: From Standalone Agents to a Connected Agentic Ecosystem

Agentic AI is reshaping the rules of advertising. Interfaces are becoming simpler, decision-making is becoming smarter, and execution is becoming faster, reducing the complexity traditionally associated with media buying.

But as technology itself becomes simpler, the advertising ecosystem is increasingly crowded and complex.

From DSPs and exchanges to measurement providers and retail media networks, every player is building its own AI-powered solutions. At the same time, a new wave of AI-native companies is emerging almost daily. While this rapid pace of innovation is introducing powerful technologies that can create meaningful efficiencies for advertisers, it is also contributing to a more complex and fragmented ecosystem.

For advertisers, the challenge is not just about accessing these AI tools; it’s navigating an ecosystem of agents, platforms, and technologies that must work together seamlessly. As Agentic AI becomes more embedded in advertising workflows, interoperability becomes critical. Without interoperability, the industry risks exacerbating a fragmented ecosystem, with intelligent agents operating in silos, each optimized independently, but unable to collaborate in ways that unlock their full collective value. To truly deliver simplicity, seamless customer connections, and ultimate business growth to advertisers, these systems must collaborate and communicate with each other. Said simply: we’re all in this together. 

Interoperability enables independent agents to exchange data, coordinate workflows, and operate together through shared standards and protocols, without requiring closed integrations or complex middleware. This means greater openness and flexibility across the ecosystem, allowing advertisers to connect the technologies they rely on while simplifying targeting, activation, creative, and measurement.

In many ways, interoperability has already transformed modern advertising infrastructure. From audience onboarding and identity matching for campaign activation to measurement, shared standards have enabled the industry to operate more collaboratively and efficiently. That same principle will now become foundational in the age of Agentic AI.

The Yahoo DSP Approach: Yours, Mine, and Ours

Interoperability isn't a new trend for Yahoo DSP; it has always been at the core of our product strategy across identity, data, and measurement. Now, we are bringing that same philosophy to Agentic AI, reinforcing our commitment to open collaboration and partner-led innovation.

We believe advertisers deserve total flexibility. That’s why we designed our agentic AI capabilities around a "Yours, Mine, and Ours" approach. Whether advertisers want to bring their own agentic AI infrastructure, leverage Yahoo DSP’s native capabilities, or co-create hybrid solutions with partners, they should have the freedom to work in the way that best fits their business.

Meet the Yahoo DSP Agent Network ‍

The proliferation of AI creates an abundance of choices across the media stack that can seem overwhelming. However, the solution isn’t to limit choice or compromise media strategies, but to help marketers navigate those choices more effectively. To do so, advertisers need flexible buying platforms that enable them to access the capabilities, partners, and workflows they need. That’s why at Yahoo DSP our goal is to meet advertisers where they are, enabling them to leverage our capabilities across environments, software, and platforms that best fit their business.

Today, we’re introducing the Yahoo DSP Agent Network, an ecosystem of AI-powered agents built by leading partners across the campaign lifecycle, giving advertisers more flexible and innovative ways to activate Yahoo DSP campaigns, helping them more easily navigate the agentic AI landscape, and connecting their business needs with the right partner solutions.

Rather than relying solely on native agents within a single platform environment, the Agent Network connects advertisers to specialized agentic solutions that integrate seamlessly with Yahoo DSP workflows. This enables brands to leverage best-in-class capabilities across targeting, activation, creative and measurement while maintaining the flexibility and interoperability required in today’s advertising ecosystem.

By acting as connective tissue between advertiser demand and partner innovation, the Yahoo DSP Agent Network helps simplify discovery and adoption as advertisers can more easily identify, evaluate, and activate the solutions that best support their business goals.

For new partners interested in joining the ecosystem, Yahoo DSP provides a streamlined certification process through our Business Development team to help onboard and integrate their agentic solutions into the Agent Network.

Our launch partners include:

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"AI will be most valuable when it can operate across the tools advertisers already use every day," said Kyle Cheasman, VP, Business Development at Innovid. "The Yahoo DSP Agent Network reflects the industry's shift toward more interoperable workflows, making it easier for advertisers to connect AI-powered capabilities within existing planning, activation, measurement, and optimization processes."

“The Yahoo DSP Agent Network reflects where the industry is heading, toward more connected and interoperable AI workflows,” said Georgiana Haig, Global Strategy & Partnerships Director at MiQ. “Creating a framework where different technologies can integrate and work together more seamlessly will help advertisers operationalize AI more effectively across media planning, activation, and optimization.”

As the ecosystem continues to evolve, we’ll keep expanding the Agent Network with new and innovative ways for advertisers to access Yahoo DSP capabilities, workflows, and data through the agentic AI infrastructures of their preferred partners.

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List of partners and capabilities

- Above Data, Inc. (Audience and Contextual Targeting): Above Data provides agentic enablement and access to event-level consumer data, enabling advertisers to build dynamic, multi-source audiences for activation and analytics applications. By continuously discovering, combining, and optimizing deterministic signals across data sources, Above helps advertisers create audiences that adapt to changing consumer behavior rather than relying on static segments.

- Attain (Audience and Contextual Targeting): Attain’s real time transaction data for signal, in-flight optimization, and reaching high intent audiences is now available within Yahoo DSP through agentic workflows.

- Clinch (Campaign Activation, Creative and Measurement): Clinch is the operating system for omnichannel advertising, built for the autonomous era. As AI transforms how media is planned and bought, success increasingly depends on execution. As an AI-powered omnichannel content orchestration platform, Clinch connects creative, data, and media execution in one coordinated system, giving brands and agencies the speed, operational efficiency, precision, and control to plan, activate, and optimize campaigns at scale.

- Datonics (Audience and Contextual Targeting, and Campaign Activation): Datonics' AI Audience Engine accelerates audience discovery, custom audience creation, and DSP activation via agent to agent as well as human to agent interaction. The engine quickly moves from a request or campaign objective to a recommended Datonics audience strategy, including syndicated audience discovery, custom audience creation, and delivery.

- DoubleVerify (Audience and Contextual Targeting, Campaign Activation, Measurement): DV enables advertisers and their AI agents to securely access DV’s trusted data, insights and recommendations through DV’s conversational AI interface or by connecting their own systems and workflows through APIs, MCP integrations and ADCP support. From there, AI agents can help plan, inform and improve campaign execution across the campaign lifecycle, moving teams from insight to action faster while maintaining advertiser-defined control and guardrails. DV’s AI-powered capabilities are embedded across the DV Media AdVantage Platform, a framework that brings together DV’s verification solutions, Scibids AI-powered optimization and Rockerbox outcomes measurement to help advertisers improve media quality, maximize performance and measure impact with greater transparency and confidence.

- Dstillery (Audience and Contextual Targeting, and Campaign Activation): Dstillery's DS-1 is an AI agent for the entire audience buying workflow, giving teams access to audience selection, custom modeling, and activation all through natural chat. What once took 48 hours of manual, multi-platform work now happens in a single 5-minute conversation, freeing teams to focus on strategy and results instead of time-consuming execution.

- Innovid by Mediaocean (Audience and Contextual Targeting, Campaign Activation, Creative, Measurement): Innovid helps advertisers connect intelligence, orchestration, and execution across the advertising lifecycle. By automating workflows and turning insights into action, Innovid enables marketers to launch campaigns faster, reduce manual work, and improve performance across channels.

- Integral Ad Science (Audience and Contextual Targeting, Campaign Activation, Measurement): Built on MCP (Model Context Protocol), IAS Agent makes media quality intelligence accessible and interoperable. IAS Agent automates manual tasks and delivers actionable, natural-language insights and recommendations for campaign management and brand suitability - and we are integrating with best-in-class partners for an AI-driven future.

- Kochava (Audience and Contextual, Campaign Activation, Creative, Measurement): StationOne by Kochava is an agentic AI hub, an orchestration layer with enterprise-grade privacy controls and oversight built in. It's designed for interoperability with ecosystems like the Yahoo DSP Agent Network, leveraging common frameworks and streamlined connections so partner agents can get up and running in advertiser workflows faster. StationOne supports quicker onboarding and smoother collaboration across activation, measurement and insights.

- Liquid Advertising (Audience and Contextual Targeting, Campaign Activation, Measurement): Liquid Advertising's planning agents use Yahoo DSP's MCP integration to discover and evaluate Yahoo audiences during campaign pre-planning, turning gaming audience strategies into addressable, ready-to-activate segments.

- LiveRamp (Audience and Contextual Targeting): LiveRamp is shaping the future of responsible data collaboration between the world’s leading brands, retailers, financial services providers, and healthcare innovators. As consumers embrace new AI-driven experiences, the LiveRamp data collaboration network exponentially expands the breadth and accuracy of the data on which marketing AI capabilities operate, powering deeper customer insight and measurable performance on a global scale.

- MiQ (Campaign Activation): The MiQ Sigma Trading Agent is a conversational browser-based AI tool, designed to empower trading teams to execute programmatic campaigns with precision and speed across platforms. It simplifies complex campaign management and seamlessly helps our traders deliver smarter, faster and more impactful results for marketers' media spend - reducing 6 hours of manual analysis and decisioning into just 30 seconds.

- Mobian (Audience and Contextual Targeting, Measurement): Mobian is an AI-native media intelligence and verification company helping brands understand where ads run, what content they appear next to, how creative performs, and how they appear across AI systems. By combining transparent verification, advanced contextual intelligence, creative scoring, and AI visibility, Mobian helps advertisers find the right environments, improve media quality, and close gaps in how their brands are represented.

- Neural Ads LLC (Campaign Activation): Neural Ads provides a decisioning layer that sits above your existing ad stack, unifying buys across streaming, social, and retail into a single end to end workflow from planning to optimization. Powered by proprietary AI models trained on programmatic buying and advertiser signals. Our MCP server provides seamless integration into any AI workflow your team already uses.

- Newton Research (Campaign Activation, Measurement): Newton is the agentic intelligence platform that gives brands, agencies and publishers alike access to unlimited analytics across their entire media lifecycle - so teams can focus on strategy and optimization, confident that every dollar spent is delivering business value.

- Olyzon (Campaign Activation): Olyzon builds the AI infrastructure connecting every layer of CTV — agents that continuously qualify inventory, plan media, activate through DSPs and SSPs, and close the optimization loop in real time, turning fragmented campaign environments into a single intelligent system.

- Pacvue (Audience and Contextual Targeting, Campaign Activation, Creative, Measurement): Pacvue Agent combines real-time analysis with commerce-aware recommendations, then automates optimization decisions across 100+ retail media networks with enterprise-grade controls and auditability built in.

- PMG (Audience and Contextual Targeting, Campaign Activation, Measurement): Alli, PMG’s underlying operating system, has AI capabilities embedded throughout. This includes an MCP - the programmable bridge that connects AI agents directly to Alli's clean, contextual data foundation - along with Alli Buyer Cloud - a unified buying layer that connects strategy directly to media activation.

- Roya (Audience and Contextual Targeting, Creative): Roya is the governed AI infrastructure layer powering the advertising stack: its intelligence agents continuously surface creative and performance insight, routing the right context and decisions downstream into platforms like Yahoo DSP. The result is auditable, cross-channel action that executes continuously, with the global governance that lets clients deploy AI at scale.

- RPA (Campaign Activation): AI and automation lower barriers to entry, enabling more strategic partnership decisions without constraints related to labor or time.

- Samba (Audience and Contextual Targeting, Campaign Activation, Measurement): Strategy Agent is Samba's first upcoming agentic product. Built on the Samba Knowledge Graph — a unified media intelligence layer connecting first-party TV and digital data to household identifiers — Strategy Agent helps advertisers and agencies discover, build, and activate compelling audience strategies, agentically. Today, planners are drowning in signals and don't have time to turn them into action; Strategy Agent does that synthesis for them, ending in real activation, not another dashboard. Interested in early access? Reach out to your Samba account team to be considered for closed beta.

- SemantIQ (Audience and Contextual Targeting): SemantIQ’s AI-native data stack empowers healthcare marketers, analysts and executives to ask natural language questions of claims data via a conversational AI agent, with one of the outputs being HCP and DTC audience segments.  The agent delivers responses with full transparency, lineage, and explainability, providing users with both control and flexibility for producing custom audiences, producing agentic audience briefs, enriching NPI lists for analytics & activation and enabling real-time analysis of insights from claims data.

- Snowflake (Audience and Contextual Targeting): Snowflake’s AI Data Cloud brings AI directly to enterprise data, enabling organizations to build and deploy generative AI applications, AI agents, and machine learning workflows without moving data outside of Snowflake’s governed environment. The benefit is faster time-to-value, uniform security and governance controls, and the ability to turn trusted data into actionable insights and automation at scale.

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