Yahoo DSP today announced the Agent Network, a new open framework that connects Yahoo DSP advertisers directly to AI-powered agents built by the industry’s leading technology partners.
Rather than relying solely on native platform agents, it connects advertisers to specialised solutions and gives them more flexible, innovative ways to run Yahoo DSP campaigns.
Advertisers get real visibility into what each agent does, how it integrates, and whether it fits their stack. The result: less time evaluating tools, more time running campaigns.
Agentic AI is unlocking powerful new capabilities across every layer of the advertising ecosystem.
The Yahoo DSP Agent Network brings it all together, connecting advertiser demand with partner innovation at the pace the industry demands. Advertisers can activate their preferred partner AI agents across every stage of the media buying workflow for their Yahoo DSP campaigns, all with enterprise-grade governance, compliance, and authentication built in.
“Agentic AI should make advertising simpler, not harder, and that starts with openness,” said Adam Roodman, GM, Yahoo DSP.
“Interoperability has always been at the core of what Yahoo DSP stands for, across identity, data, and measurement. The Agent Network is the next chapter: giving advertisers the freedom to work with the best partners in the industry, all within a single, connected ecosystem they can trust.”
The launch builds on the Yahoo DSP broader Agentic AI strategy introduced at CES 2026 and its “Yours, Mine, and Ours” framework, letting advertisers bring their own AI, use Yahoo DSP’s native agents, or combine both via open MCPs and APIs.
The Agent Network is the natural extension of how Yahoo DSP has always operated, now applied to the age of agentic AI.
“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 optimisation 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 operationalise AI more effectively across media planning, activation, and optimisation.”
Partners interested in joining the ecosystem can connect with the Yahoo DSP Business Development team through a streamlined certification and onboarding process.
The Agent Network is built to scale, with new partners, deeper integrations, and Agent-to-Agent capabilities already in development.
