Yahoo DSP Launches Agent Network, Opening the AI Ecosystem for Advertisers

Key takeaways:

• Yahoo DSP launches the Agent Network, an open framework that connects advertisers with AI agents from leading technology partners directly within Yahoo DSP workflows.
• Advertisers gain flexibility and transparency by choosing best-in-class AI solutions across audience targeting, campaign activation, creative, and measurement, with enterprise-grade governance and compliance built in.
• The launch advances Yahoo DSP's "Yours, Mine, and Ours" AI strategy, enabling advertisers to bring their own AI, use Yahoo DSP's native agents, or combine both in an interoperable ecosystem.

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NEW YORK - 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 specialized 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.

Launch partners span four categories, enabling advertisers to access Yahoo DSP capabilities and workflows through partner-built agentic frameworks, including:

Audience and Contextual Targeting: Creation and onboarding of audience segments and contextual categories to streamline marketplace discovery, dynamic audience creation and multi-platform accessibility.

• Above Data, Inc.
• Attain
• Datonics
• DoubleVerify
• Dstillery
• Innovid by Mediaocean
• Integral Ad Science
• Kochava
• Liquid Advertising
• Liveramp
• Mobian
• Pacvue
• PMG
• Roya
• Samba
• SemantIQ
• Snowflake

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Campaign Activation: Simplify campaign execution across planning, activation, management, and optimization without manual handoffs.

• Clinch
• Dstillery
• Datonics
• DoubleVerify
• Innovid by Mediaocean
• Integral Ad Science
• Kochava
• Liquid Advertising
• MiQ
• Neural Ads
• Newton Research
• Olyzon
• Pacvue
• PMG
• RPA
• Samba

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Creative: Agentic framework to enable generation, trafficking and scheduling of creative between ad servers and creative partners.

• Clinch
• Innovid by Mediaocean
• Kochava
• Pacvue
• Roya

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Measurement: Achieve holistic measurement through agentic solutions that analyze campaign performance and provide measurement results.

• Clinch
• DoubleVerify
• Innovid by Mediaocean
• Integral Ad Science
• Kochava
• Liquid Advertising
• Mobian
• Newton Research
• Pacvue
• PMG
• Samba

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"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 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."

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.

To learn more, visit: https://www.yahooinc.com/yahoo-dsp/marketing-partners.

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