Kochava Ships Yahoo DSP AI Workspace and Self-Serve Incrementality Testing, Cutting External Agencies Out of Two Core Marketing Functions

Kochava published its Q2 2026 product and partnership bulletin on July 14, detailing two updates that together cut external agencies out of core marketing analytics functions. A new Yahoo DSP AI Workspace extends Kochava’s StationOne platform to run agentic workflows across Yahoo’s advertising inventory, and self-serve incrementality testing eliminates the need for dedicated data science teams or third-party measurement firms, according to PPC Land.

Yahoo DSP Gets an Agent Layer

The Yahoo DSP AI Workspace is the second partner-specific workspace built on StationOne, Kochava’s AI orchestration platform. StationOne connects to external data sources through the Model Context Protocol (MCP), the open standard originally developed by Anthropic and donated to the Linux Foundation. The workspace gives AI assistants authenticated access to a customer’s Yahoo DSP campaigns, letting marketers run reporting, configuration audits, campaign creation, and recurring analytical workflows through natural language prompts rather than platform menus.

Yahoo DSP had already introduced its own agentic AI capabilities at CES on January 6, 2026, under a framework called “Yours, Mine, and Ours.” That framework lets advertisers bring their own AI tools, use Yahoo’s native agents, or connect both. Kochava’s workspace extends that model by adding StationOne’s multi-LLM orchestration layer, which connects to Claude, GPT, and Llama through a single interface, on top of Yahoo’s campaign data, according to PPC Land’s earlier coverage.

Kochava is not the only platform building conversational AI access into ad-tech transactional workflows. Microsoft expanded its Advertising MCP server to open pilot with read-only access on June 17, and Adobe made its CX Enterprise skills and MCP servers generally available inside Claude Enterprise and Microsoft 365 Copilot on June 22. The pattern across all three: platforms are embedding agent access directly into reporting and activation workflows rather than offering AI as a standalone chatbot layer.

Incrementality Testing Moves In-House

Kochava’s second structural change is self-serve incrementality testing for all customers using Always-On Incremental Measurement (AIM). Running an incrementality test previously required a separate tool, an external agency, or a dedicated data science team. Marketing teams can now configure, schedule, and run controlled on/off pulse tests directly in their Kochava dashboard.

The methodology uses a holdout design: advertising runs for a defined period, pauses during a holdout window, and the difference in outcomes measures true incremental lift. Marketers configure each test by selecting the app, geographic region, network partner, campaign, holdout schedule, and event KPIs.

Incrementality has become one of the most cited measurement priorities in ad-tech. Research cited in PPC Land’s coverage found that 67.4% of marketers identified proving incremental ROI as their single highest measurement priority, ahead of cross-channel attribution accuracy at 55.1%. Smartly signed a letter of intent on March 16, 2026, to acquire incrementality platform INCRMNTAL, signaling that the capability is valuable enough to drive M&A. Despite the demand, only 15% of marketing teams had adopted marketing mix modeling as of late 2025, largely because the methodology required specialized expertise that most in-house teams lacked.

Kochava’s move to make this self-serve removes the expertise bottleneck. If the platform’s testing methodology proves reliable, the external agencies and consultancies that have historically owned this workflow lose a revenue stream to a software feature.

19 New Partners, One Renamed Platform

The bulletin also listed 19 first-time partner integrations completed during Q2, including AnyAI DSP, GCash, PhonePe Ltd, Pinterest SAN, and vidaa. Another 48 existing partners updated their integrations, a list that includes Apple Ads, Facebook, Google Ads, TikTok for Business, and Yahoo. Twitter is now listed as X in Kochava’s system, and Digital Turbine is listed as DT.

Kochava first launched StationOne in November 2025 as a desktop application for consolidating multiple AI tools. Since then, the platform has expanded twice: adding an Atlas Performance analytics layer for premium publishers in February 2026, and opening to public beta in March 2026 alongside an IAB Tech Lab workspace built on the Agentic Advertising Management Protocols (AAMP) standard.

The Q2 bulletin lands roughly two months after Kochava resolved a long-running FTC lawsuit over the collection and sale of precise consumer location data without consent. The FTC’s stipulated order, filed May 4, bars Kochava from selling sensitive location data without affirmative express consent and requires a sworn compliance report within one year.