Yahoo DSP has announced the integration of agentic AI as a new intelligence layer embedded directly into its platform, marking a significant step in how advertisers plan, activate, optimise and measure programmatic campaigns.
Revealed at CES 2026, the update builds on Yahoo Blueprint, the company’s AI engine. It introduces a flexible framework that allows advertisers to combine their own AI models with Yahoo DSP’s native agents.
A flexible “yours, mine and ours” approach to AI
At the centre of the launch is Yahoo DSP’s “Yours, Mine, and Ours” framework, which enables advertisers to bring their own AI models, use Yahoo DSP’s built-in agents, or connect both via secure Model Context Protocols (MCP) or APIs.
According to Yahoo, the approach reflects how advertisers already operate, balancing proprietary tools with platform intelligence while maintaining transparency, governance and control.
“Agentic AI changes how media buying actually gets done,” said Adam Roodman, GM of Yahoo DSP.
Adam Roodman
“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, optimise, and act, without sacrificing transparency or control.”
Jon Finnie
Jon Finnie, VP of international sales at Yahoo, said the model is designed to scale globally while respecting local market needs.
“As marketers navigate increasing complexity across markets, channels, and regulations, flexibility and control become just as important as intelligence,” he said.
What advertisers can access
The agentic AI capabilities are now live globally within Yahoo DSP, including in Australia, the UK, Canada and Singapore, with further enhancements planned through 2026.
Campaign activation tools allow advertisers and partners to connect external AI agents via MCPs.
One example is a trafficking agent developed by RPA that streamlines campaign setup and execution, reducing manual steps and already supporting programmatic guaranteed buys.
“By applying agentic AI to programmatic media workflows, RPA is removing operational barriers, enabling our teams to focus their human expertise on diversifying and maximising marketplace partnerships in service of our clients’ business outcomes,” said Lisa Herdman, SVP and executive director of video investment and marketplace intelligence at RPA.
Built-in agents for troubleshooting and audience discovery
Yahoo DSP also introduced an always-on troubleshooting agent that proactively identifies pacing and delivery issues.
When a line item underperforms, the agent diagnoses root causes across targeting, supply and settings, then recommends or executes corrective actions with human approval.
Audience exploration capabilities allow partners to access Yahoo DSP audience metadata through APIs or MCPs. External AI agents can analyse audience size, demographics and pricing to recommend relevant Yahoo audiences aligned with campaign objectives.
“Built-in agents speed up tasks like diagnosing under-delivery or building audiences, from hours to seconds,” said John Goulding, global chief strategy officer at MiQ.
“The Agentic AI strategy within Yahoo DSP will give our teams real-world benefits, elevating the speed, intelligence, and effectiveness of our daily work.”
How agentic AI fits into the buying journey
Agentic AI is embedded across every stage of the Yahoo DSP workflow, with agents that continuously learn, diagnose issues and recommend actions.
Advertisers can interact naturally and receive transparent explanations and next steps.
The agents span five core categories: insight, traffic, optimise, improve and measure, covering everything from campaign setup to performance analysis and quality assurance.
Additional agentic capabilities, including optimisation, QA and advanced measurement agents, are scheduled to roll out across 2026.