Yahoo is testing six new AI agents designed to help automate ad campaigns, improve campaign performance, and measure outcomes, according to three people familiar with the matter and promotional slides viewed by ADWEEK. These people were granted anonymity to speak freely about confidential matters.
The agentic bots, which will live within Yahoo’s demand-side platform, or DSP, can not only respond to user queries but also take action on a user’s behalf. They are all being tested, in various capacities, by Yahoo advertising clients and adtech partners, one of the people said.
One media buyer who was presented with the agents during a demo earlier this month was skeptical, calling them “still largely an LLM wrapper” without fully autonomous features.
UNLOCK FULL ACCESS
Subscribe and get full access to the news, insights, and expertise that keep industry professionals ahead of the curve.
VIEW ALL SUBSCRIPTION OPTIONS
