Companies offering agentic advertising platforms fall into six groups: the standards bodies that define how agents talk to each other, agent marketplaces and testing platforms, buy-side platforms, sell-side platforms, large ad platforms with built-in agents, and publisher sales and orchestration tools. Each group handles a different part of the media buy, so the useful question is which layer a product sits in rather than who is ahead. This map is unranked and lists companies alphabetically within each category.

TL;DR: Demand-side platforms, supply-side platforms and large self-serve ad platforms have each built agents into their own tools, while other companies build marketplaces, testing environments and seller agents. Two open standards, IAB Tech Lab's AAMP and AgenticAdvertising.org's AdCP, sit underneath much of the activity. Several launches on this map, including those from Amazon Ads, Google and Boostr, describe a human approval step before an agent's work takes effect.

How is this market map organised?

The map groups companies by the job their agentic product does in a media buy, then lists them alphabetically within each group. Inclusion is not an endorsement. Every description comes from the company's own announcement or from trade press coverage, linked in the text.

Companies that work across several groups, such as a sell-side platform that also ships a buyer agent, are listed once, under the category of their main announcement. For the order in which these launches happened, see the sourced timeline of ad platform agent launches.

Which standards do agentic advertising platforms build on?

Two open standards bodies define much of how advertising agents discover inventory, negotiate and transact. They are listed here by protocol name.

AAMP (IAB Tech Lab). AAMP, the Agentic Advertising Management Protocols, is the umbrella under which IAB Tech Lab develops all of its agentic work, according to the AAMP repository on GitHub. Its components include reference buyer and seller agents, the Agentic Real Time Framework, Agentic Audiences and OpenProposal, a specification for how publishers define products and packages in RFP responses. IAB Tech Lab has extended the OpenProposal public comment period to 10 November 2026.

AdCP (AgenticAdvertising.org). The Ad Context Protocol is published and governed by AgenticAdvertising.org, which describes it as the open protocol that lets AI agents "discover, plan, buy, sell, and measure media across every channel". Version 3.2 is generally available, and the organisation lists more than 150 members, including Yahoo, PubMatic, Scope3 and Samba TV. When the AdCP code went public in October 2025, Adweek reported that more than 20 ad tech companies had signed on.

Who offers agent marketplaces and testing platforms?

This group builds the places where agents practise, meet and trade, rather than adding agents to an existing buying tool.

Alkimi. An enterprise platform for agentic advertising, it has three products: Concourse, a live benchmark for AI media-buying agents; the Gym, where buyers and sellers build their own agents, set the rules they work to and spar against counterparty agents before any real money moves; and the Marketplace. The Marketplace is neutral, works within IAB Tech Lab's AAMP framework today and is being built to be AdCP compatible, with humans keeping approval rights at the deal level.

Scope3. Scope3 launched what it called an "agentic advertising platform" at its Landscape conference in New York on 13 March 2025, Digiday reported, letting ad tech companies, agencies, curators and publishers create agentic media products. Scope3 also built the buyer agent used in the live agent-to-agent media buy of 16 October 2025, according to MediaPost.

Which buy-side platforms have launched AI agents?

Demand-side platforms have added agents that take on campaign setup, audience building and troubleshooting inside the buying tool.

The Trade Desk. The Trade Desk introduced Koa Agents to automate parts of the programmatic workflow, connecting to a partner's chosen AI model through an interoperability layer called Open Agentic Kit, Digiday reported. "We introduced Koa Agents as our effort to introduce agentic capabilities across our entire platform, everything from identifying and building audience strategies all the way to campaign setup, deployment and troubleshooting," said Jordan Rost, vice president of product marketing. The Kokai Zuma update, covered by AdExchanger, added a conversational Koa Assistant in open beta and agents for audience creation, frequency optimisation and building campaign templates from a media plan, with the AI features opt-in.

Yahoo DSP. Yahoo DSP built agentic AI into its platform in January 2026 under a "Yours, Mine, and Ours" framework that lets advertisers bring their own AI models, use its native agents, or connect both through Model Context Protocol or APIs, according to Yahoo. "Agentic AI changes how media buying actually gets done," said Adam Roodman, GM of Yahoo DSP. In June 2026 it launched the Agent Network, an open framework connecting advertisers to partner-built agents across four categories, with launch partners including DoubleVerify, Integral Ad Science and LiveRamp.

Which sell-side platforms have launched AI agents?

Supply-side platforms and publisher ad servers are building seller agents and the coordination layers that let buyer agents reach them.

Magnite. Magnite announced a new buyer agent in April 2026, with Kepler and MiQ launching tests using inventory from Disney Advertising, according to Magnite. In June 2026 it launched Magnite Orchestration, a coordination layer that lets buyers connect their own buyer agents to Magnite's seller agent, with dentsu and DIRECTV Advertising among the testing partners.

PubMatic. PubMatic launched AgenticOS on 5 January 2026 as an operating system for agent-to-agent advertising execution, with WPP Media, Butler/Till and MiQ among the launch partners, according to PubMatic. Advertisers set objectives, brand-safety requirements and creative parameters in their preferred large language model interface, and PubMatic's agents then plan, execute and optimise campaigns within those limits.

Swivel. Swivel, a publisher ad server, supplied the seller agent in the agent-to-agent media buy of 16 October 2025, which ran on LG Ads programmatic inventory, according to MediaPost. "It's a real demonstration," said Joe Hirsch, Swivel's co-founder and CEO, as the buy ran live.

Which large ad platforms have built agents into their own tools?

Large self-serve ad platforms have added agents that sit inside their existing interfaces and act with the advertiser's approval.

Amazon Ads. Amazon Ads announced Ads Agent in November 2025 to help advertisers plan, launch and optimise campaigns, and its launch page states that "Campaigns only launch after you review and approve". At unBoxed in September 2026, Amazon Ads Agent became the new name of the unified platform, with advertisers able to build manually, let Amazon's AI optimise, or mix both.

Google. Google announced Ads Advisor and Analytics Advisor in November 2025, two agents built on its Gemini models, and said Ads Advisor can apply changes directly to an account once the advertiser has reviewed and approved them. In May 2026 Google introduced Ask Advisor, a cross-product AI agent in beta that connects marketing data across Google Ads, Google Analytics and Merchant Center.

Who builds publisher sales and orchestration tools for agents?

This group gives sales teams and agencies agents or workspaces that connect to other systems.

Boostr. Boostr and Vox Media announced on 9 June 2026 an agentic media buy using AdCP, in which Vox Media, using Boostr's Seller Agent, received, negotiated and completed a purchase with no manual intervention, according to Boostr. The negotiation covered budget allocation, audience parameters, delivery schedules and creative trafficking, and Vox Media then accepted the buy.

Kochava. Kochava took its StationOne platform out of beta and integrated IAB Tech Lab's AAMP Buyer Agent SDK into it as an open-source workspace, Digiday reported in March 2026. "AAMP is built to support AI-driven workflows on open, trusted standards," said Anthony Katsur, chief executive of IAB Tech Lab.

What patterns does the market map show?

Human approval recurs across categories. Amazon Ads, Google and Boostr each describe a step where a person reviews or accepts before an agent's work takes effect, and AgenticAdvertising.org calls its governing principle Embedded Human Judgment.

Interoperability is the second pattern. Yahoo DSP connects outside agents through Model Context Protocol, The Trade Desk through Open Agentic Kit and Magnite through Orchestration, so buyers can increasingly bring their own agents to a platform.

The third pattern is a gap. Of the announcements cited here, most describe how agents plan and transact, and few describe how both sides retrieve the same record of what was agreed once the campaign has run.

How should buyers and sellers use this market map?

Start with the category, not the company. A buyer wanting agents inside its existing demand-side platform has a different shortlist from a publisher wanting a seller agent, and both differ from a team that wants to test agents before live spend.

Then put four questions to any platform on the map: which standard it builds to, who approves a deal before money moves, what record each side keeps, and whether either party can retrieve that record independently. For a layer-by-layer view of the same market, see who is building agentic advertising infrastructure in 2026.

Frequently asked questions

Which companies offer agentic advertising platforms? Buy-side examples include The Trade Desk and Yahoo DSP, sell-side examples include Magnite, PubMatic and Swivel, and Amazon Ads and Google have built agents into their own ad platforms. Other companies, including Boostr, Kochava and Scope3, build seller agents, orchestration workspaces or agentic platforms.

What is the difference between AAMP and AdCP? AAMP is IAB Tech Lab's Agentic Advertising Management Protocols, the umbrella for its agentic standards work including reference buyer and seller agents and OpenProposal. AdCP is the Ad Context Protocol, an open protocol published and governed by AgenticAdvertising.org.

Is this market map a ranking? No, the map is unranked and lists companies alphabetically within each category. Inclusion reflects a public, sourced announcement rather than any judgement of quality.

Do agentic advertising platforms remove humans from media buying? Several launches on this map describe a human approval step, such as reviewing a campaign before launch or accepting a negotiated buy. How much an agent may do on its own varies by product and is usually set by the advertiser.

When does the OpenProposal comment period close? IAB Tech Lab extended the OpenProposal public comment period to 10 November 2026. Comments and change requests are filed as issues on the OpenProposal GitHub repository.

What comes next for the agentic advertising market?

The names on this map will change as more launches move from beta to general availability and as AAMP and AdCP issue new versions. The categories should hold longer, because each answers a different question about who acts, who approves and who keeps the record. Alkimi has filed comments and change requests on the OpenProposal draft, and its DealSheet, part of the Marketplace, is one answer to the record question: written at agreement, timestamped, held by both parties and retrievable by either side independently.