• by Laurie Sullivan , Yesterday

Yahoo announced its move into the next era of ad serving by integrating agentic artificial intelligence (AI) into its DSP.

Built directly into Yahoo DSP, the shift automates planning, activating, optimizing and measuring campaigns for advertisers. The technology supports Yahoo Blueprint, Yahoo DSP’s AI engine.

The media-buying agent, for example, can gather campaign details, activate the media plan, and translate those details into an actual strategy. It does not need to jump between spreadsheets. Instead, it analyzes key data inputs and highlights what is needed next to keep the process moving.

Processes are automated, but similar to other platforms, Yahoo's AI-integrated DSP presents several challenges for advertisers transitioning to agentic AI, including trust and transparency due to the autonomous nature of AI, need for high-quality data to prevent hallucinations, and adaptation of workforces to understand processes.

Once companies clear the initial hurdles, the agentic framework gives advertisers options by enabling them to bring their own AI models, use Yahoo DSP native agents, or connect both through the interoperable Model Context Protocols (MCP) or APIs.

Yahoo DSP categorized its agentic strategy as "yours, mine, and ours” based on their origin and function, calling the framework a hybrid approach to agentic AI that allows advertisers to choose how they deploy autonomous agents in the platform. 

“Yours” are external agents provided by proprietary or third-party AI models that advertisers bring to the platform.

“Mine” are specialized agents developed by Yahoo to handle specific, time-consuming tasks such as a “troubleshooting agent” that can identify and resolve delivery or pacing issues without manual intervention.

“Ours” represents the interoperable layer where Yahoo’s native agents and an advertiser's external agents collaborate.

New agentic capabilities that are live today include streamlining activation, troubleshooting, and audience discovery. Additional options such as deeper integrations and smarter agents are scheduled for release throughout 2026.

Today marks the start of Yahoo DSP’s expanded agentic roadmap, introducing hybrid agents, deeper MCP integration, and new APIs for advanced AI-to-AI and agent-to-agent collaboration.