Yahoo’s demand-side platform announced an Agent Network on June 18, an open framework that lets advertisers connect AI agents from third-party technology partners directly into Yahoo DSP campaign workflows. The launch spans 30+ partners across four categories and builds on Yahoo’s “Yours, Mine, and Ours” agentic AI strategy, first introduced at CES 2026.
What the Agent Network Does
The framework connects external AI agents to Yahoo DSP at four workflow stages, according to Yahoo’s announcement:
Audience and contextual targeting: Partners including Snowflake, LiveRamp, DoubleVerify, and Dstillery can plug agents into marketplace discovery and dynamic audience creation.
Campaign activation: MiQ, Pacvue, PMG, and others handle planning, activation, management, and optimization without manual handoffs.
Creative: Clinch, Innovid by Mediaocean, and Roya provide agentic generation, trafficking, and scheduling of creative assets between ad servers.
Measurement: DoubleVerify, IAS, and others deliver performance analysis through agentic solutions that return measurement results.
The architecture uses open MCPs and APIs, meaning advertisers can bring their own agents, use Yahoo DSP’s native agents, or combine both.
Why It Matters for Agent Infrastructure
“Agentic AI should make advertising simpler, not harder, and that starts with openness,” Adam Roodman, GM of Yahoo DSP, said in the announcement. “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 move positions Yahoo DSP alongside Salesforce’s Agentforce, Microsoft’s Scout, and Vercel’s eve as enterprise platforms that are becoming agent-native infrastructure rather than adding AI features to existing tools. The difference: Yahoo DSP is doing it in programmatic advertising, a market where campaign workflows already involve dozens of vendor integrations.
Kyle Cheasman, VP of Business Development at Innovid, told Yahoo: “AI will be most valuable when it can operate across the tools advertisers already use every day.”
Agent-to-agent capabilities are already in development, according to Yahoo, with new partners and deeper integrations planned through a certification and onboarding process.