Yahoo DSP has announced the integration of Agentic AI as a next-generation intelligence layer built directly into the platform. Fully embedded across the workflow, Agentic AI aims to transform how advertisers plan, activate, optimise, and measure campaigns, adding to the power of Yahoo Blueprint, the Yahoo DSP AI engine.
Agentic AI is now built directly into Yahoo DSP, automating planning, activation, optimisation, and measurement with always-on intelligence.
New agentic capabilities are now live, with more advanced agents rolling out through 2026. At the center of the launch is the Yahoo DSP Yours, Mine, and Ours flexible framework that lets advertisers bring their own AI models, use Yahoo DSP native agents, or connect both through secure, interoperable Model Context Protocols (MCP) or APIs. The approach is designed to reflect how modern advertisers operate, combining proprietary tools with platform intelligence, while maintaining transparency, governance, and control at enterprise scale.
“Agentic AI changes how media buying actually gets done. 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,” Adam Roodman, GM, Yahoo DSP said.
“As marketers navigate increasing complexity across markets, channels, and regulations, flexibility and control become just as important as intelligence. 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,” Jon Finnie, VP, International Sales, Yahoo added.
What’s Live Today in Yahoo DSP
Advertisers can access the following Agentic AI capabilities within Yahoo DSP globally, including across key international markets such as Canada, the UK, Australia, and Singapore, with the roadmap continuing through 2026: Campaign Activation (Yours), Troubleshooting Agent (Mine) and Audience Exploration (Ours).
Campaign Activation (Yours) allows advertisers and partners to use the MCP to securely connect external AI agents with Yahoo DSP. For example, the trafficking agent built by Newton and RPA streamlines campaign setup and execution while reducing manual steps, which has already executed programmatic guaranteed buys. Additional MCPs allow for other sources of data from the Yahoo DSP, including audience, performance, and campaign insights.
“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,” Lisa Herdman SVP, executive director video investment & marketplace intelligence at RPA, said.
Troubleshooting Agent (Mine) is an always-on agent that proactively identifies common pacing and delivery issues. When a line item underpaces, the agent diagnoses root causes across targeting, supply, and settings, then recommends, or executes with approval, corrective actions.
Audience Exploration (Ours) allows partners to access Yahoo DSP audience metadata through APIs or MCP, enabling AI-driven audience discovery. External agents can analyse segment size, demographics, and pricing to automatically recommend the most relevant Yahoo audiences aligned to campaign goals.
“Built-in agents speed up tasks like diagnosing under-delivery or building audiences, from hours to seconds. Interoperability between the Yahoo DSP agents and our own internal agents via MiQ Sigma will also enable smarter, more tailored decision-making. The Agentic AI strategy within Yahoo DSP will give our teams real-world benefits, elevating the speed, intelligence, and effectiveness of our daily work,” MIQ’s global chief strategy officer John Goulding said.
Additional agentic capabilities including optimisation, QA, and advanced measurement agents will roll out throughout 2026.
How Agentic AI within Yahoo DSP Works
Agentic AI is woven into every stage of the buying journey. Its always-on agents continually learn, diagnose, and recommend, and with human user approval, can execute actions directly within the interface. Advertisers can describe an issue in natural language and receive immediate explanations and the best next steps.
Advertisers gain access to agents across five core categories: insight, traffic, optimise, improve, measure and what’s next.
Insight instantly detect trends, anomalies, and emerging opportunities.
Traffic imbues speed into campaign setup with guided, AI-driven workflows.
Optimise shifts strategies in real time as performance evolves.
Improve aims to catch and resolve issues early with proactive QA.
Measure turns raw data into actionable outcomes.
What’s Next sees deeper integration, smarter agents and greater impact.
This work marks the start of the Yahoo DSP expanded agentic roadmap, introducing hybrid agents, deeper MCP integration, and new APIs for advanced AI-to-AI and agent-to-agent collaboration.
