Yahoo DSP Advances Its Buying Platform With New Agentic AI Capabilities

Takeaways: 

• Agentic AI is now built directly into Yahoo DSP, automating planning, activation, optimization, and measurement with always-on intelligence.
• The Yahoo DSP “Yours, Mine, and Ours” framework gives advertisers full AI flexibility, enabling their own models, Yahoo DSP agents, or both, securely and at scale.
• New agentic capabilities are live today: streamlining activation, troubleshooting, and audience discovery, with more advanced agents rolling out through 2026.

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Today at CES, Yahoo DSP announced the integration of Agentic AI as a next-generation intelligence layer built directly into the platform. Fully embedded across the workflow, Agentic AI transforms how advertisers plan, activate, optimize, and measure campaigns, adding to the power of Yahoo Blueprint, the Yahoo DSP AI engine.

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 actually operate, combining proprietary tools with platform intelligence, while maintaining transparency, governance, and control at enterprise scale.

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‍“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, optimize, and act, without sacrificing transparency or control.”

What’s Live Today in Yahoo DSP

As of today, advertisers can access the following Agentic AI capabilities within Yahoo DSP:

Campaign Activation (Yours): Advertisers and partners can 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.
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“By applying agentic AI to programmatic media workflows, RPA is removing operational barriers—enabling our teams to focus their human expertise on diversifying and maximizing marketplace partnerships in service of our clients’ business outcomes,” said Lisa Herdman SVP, Executive Director Video Investment & Marketplace Intelligence at RPA.

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Troubleshooting Agent (Mine): 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.
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Audience Exploration (Ours): Partners can access Yahoo DSP audience metadata through APIs or MCP, enabling AI-driven audience discovery. External agents can analyze segment size, demographics, and pricing to automatically recommend the most relevant Yahoo audiences aligned to campaign goals.
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“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,” said John Goulding, Global Chief Strategy Officer at MIQ

Additional agentic capabilities including optimization, 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, transparent explanations and the best next steps.

Advertisers gain access to agents across five core categories:

• Insight: Instantly detect trends, anomalies, and emerging opportunities.
• Traffic: Speed campaign setup with guided, AI-driven workflows.
• Optimize: Shift strategies in real time as performance evolves.
• Improve: Catch and resolve issues early with proactive QA.
• Measure: Turn raw data into clear, actionable outcomes.

What’s Next: Deeper Integration, Smarter Agents, 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. With today’s agentic AI release, intelligent agents take on tedious work so partners can focus on strategy, driving stronger performance through continuous optimization, faster decision-making, and scalable operations. And we’re just getting started. 

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About Yahoo

For more than 30 years, Yahoo has served as a trusted guide for hundreds of millions of people globally through its portfolio of iconic products. For advertisers, Yahoo delivers omnichannel solutions and powerful data to reach audiences with confidence and drive meaningful results.

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