Earlier this week, Yahoo DSP made waves at CES by officially bringing AI agents into its DSP. (A move that Adweek first reported as a rumor back in November.)
Alongside the product news, Yahoo also introduced a clear branding framework for how agentic buying should work in practice. Dubbed “Yours, Mine, and Ours,” it’s meant to represent real-world advertiser workflows, where teams may use Yahoo’s native agents (Mine), bring their own AI into the platform (Yours), or collaborate across shared agents that work together (Ours).
Why This Matters:
Last summer, Benchmark released a report warning that DSPs that fail to embrace agentic AI wouldn’t be long for this world. “Agentic represents an epic evolution in AI,” the report said, going on—dramatically—to warn of the potential “extinction” of legacy DSPs that fail to adapt. Yahoo is, of course, taking that threat seriously with this launch of “Agentic AI.”
The Yours, Mine, and Ours flexible framework, as Yahoo describes it, allows advertisers to bring their own AI models, use Yahoo DSP’s native agents, or connect the two through Model Context Protocols (MCP) or APIs. The goal: don’t force advertisers into a single model or workflow.
At launch, Yahoo rolled out three agentic capabilities mapped to each pillar of the framework. Campaign Activation (Yours) lets advertisers and partners connect external agents via MCP or APIs to streamline setup and execution. Troubleshooting (Mine) debuts a native Yahoo agent that can identify pacing and delivery issues, recommending—or executing, with approval—corrections. Audience Exploration (Ours) offers shared access to Yahoo DSP audience metadata, supporting AI-driven audience discovery and smarter recommendations.
More advanced agents focused on optimization, QA, and measurement are expected to roll out through 2026.
Experts React:
In a press release about the launch, Yahoo DSP GM Adam Roodman said:
“Agentic AI changes how media buying actually gets done. 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.”
Our Take:
Yahoo’s approach stands out not just because it’s “agentic”—that’s quickly becoming table stakes—and more because it avoids a walled-garden mindset. By explicitly supporting advertiser-owned agents alongside native ones, Yahoo is betting that flexibility and interoperability will matter more than forcing a single AI worldview.
If agentic buying really is the future of programmatic, the DSPs that win won’t just automate tasks, they’ll let advertisers decide how that automation happens. Yahoo seems to understand that.
AdTechRadar is owned by Chris Harihar, who leads PR at Mod Op. Yahoo DSP is a Mod Op client.
