Yahoo DSP launches Agent Network for advertisers

Yahoo DSP has launched Agent Network, an open framework designed to connect advertisers with AI-powered agents built by technology partners across the advertising industry.

The network gives Yahoo DSP advertisers access to partner-built agentic AI tools across key stages of the media buying workflow, including audience targeting, campaign activation, creative and measurement. Yahoo said the framework is designed to give advertisers clearer visibility into what each agent does, how it integrates and whether it fits their existing technology stack.

The launch builds on Yahoo DSP’s “Yours, Mine, and Ours” AI strategy, which was introduced at CES 2026. The strategy allows advertisers to bring their own AI, use Yahoo DSP’s native agents, or combine both through open MCPs and APIs.

How the Agent Network works

Yahoo DSP said the Agent Network is intended to reduce the time advertisers spend assessing tools and help them run campaigns through a more connected ecosystem.

Advertisers can use preferred partner AI agents across Yahoo DSP campaigns, with governance, compliance and authentication built into the framework.

Launch partners span four categories:

• Audience and contextual targeting: segment creation, contextual categories, marketplace discovery and multi-platform accessibility.
• Campaign activation: planning, activation, management and optimisation.
• Creative: generation, trafficking and scheduling between ad servers and creative partners.
• Measurement: campaign performance analysis and measurement results.

Launch partners include Datonics, DoubleVerify, Innovid by Mediaocean, Integral Ad Science, Kochava, Liquid Advertising, Mobian, Pacvue, Roya, Samba, Clinch, MiQ, Newton Research and Akkio. :contentReference[oaicite:2]{index=2}

Yahoo DSP focuses on interoperability

Adam Roodman, GM, Yahoo DSP, said the launch is designed to give advertisers more flexibility when working with AI partners.

“Agentic AI should make advertising simpler, not harder, and that starts with openness,” Roodman said.

“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.”

Yahoo said partners interested in joining the ecosystem can connect with the Yahoo DSP Business Development team through a certification and onboarding process.

Adam Roodman

Industry partners back connected AI workflows

Kyle Cheasman, VP, Business Development at Innovid, said AI would be most valuable when it works across the tools advertisers already use.

“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,” Cheasman said.

Georgiana Haig, Global Strategy and Partnerships Director at MiQ, said the launch reflected the industry’s move toward more connected AI systems.

“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,” Haig said.

Yahoo said the Agent Network is built to scale, with new partners, deeper integrations and agent-to-agent capabilities in development.

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