Adam Roodman. Credit: Yahoo
Yahoo DSP has added agentic AI capabilities to its buying platform, embedding the technology across planning, activation, optimisation and measurement workflows.
The update, announced at CES, introduces agent-based tools that allow advertisers to use Yahoo’s native AI, connect their own AI models, or run both through interoperable protocols and APIs.
“Agentic AI changes how media buying actually gets done,” said Adam Roodman, GM, Yahoo DSP.
“By building it directly into Yahoo DSP and allowing advertisers to connect their own AI alongside ours, we’re giving teams a faster, more flexible way to plan, optimise and act, without sacrificing transparency or control.”
The framework, described by Yahoo as “Yours, Mine, and Ours”, is designed to reflect how advertisers combine proprietary systems with platform technology, while maintaining governance and control.
“As marketers navigate increasing complexity across markets, channels, and regulations, flexibility and control become just as important as intelligence,” said Jon Finnie, VP, international sales, Yahoo.
“Our agentic AI approach is designed to scale globally while respecting local market realities, giving advertisers the choice to deploy AI in ways that align with their business, their teams and their regions.”
Agentic AI features are now live globally, including in Australia, the UK, Canada and Singapore, with further capabilities planned through 2026.
Available tools include campaign activation agents that connect external AI systems to Yahoo DSP, troubleshooting agents that identify pacing and delivery issues, and audience exploration tools that analyse Yahoo DSP audience data via APIs.
“By applying agentic AI to programmatic media workflows, RPA is removing operational barriers, enabling our teams to focus their human expertise on diversifying and maximising marketplace partnerships in service of our clients’ business outcomes,” said Lisa Herdman, SVP, executive director video investment and marketplace intelligence at RPA.
MiQ said the integration would reduce manual effort and improve decision-making.
Yahoo said additional agents focused on optimisation, quality assurance and advanced measurement will be released over the next two years.
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