VIOOH yesterday revealed that its agentic “Vendor Agent” know-how processed greater than 100 premium digital out-of-home curated deal bundle requests in the course of the first half of 2026 – a scale outcome achieved whereas the product nonetheless operated as a managed service, forward of a deliberate self-serve rollout in Q3 2026.

The announcement was made on the Cannes Lions Worldwide Competition of Creativity on 26 June 2026 in London. In accordance with VIOOH, the Vendor Agent has been totally operational and is constructed particularly to automate the upfront negotiation and planning levels of programmatic DOOH transactions – the elements of the workflow which have traditionally required handbook effort even when the supply itself was automated.

The friction level this addresses

Programmatic infrastructure already handles the automated supply and activation of DOOH adverts on bodily screens. However the levels that precede supply – negotiating deal packages, responding to request-for-proposal briefs, assembling curated stock choices – have remained largely handbook. For fast-moving digital patrons working throughout a number of channels, this upfront overhead creates a big bottleneck. Every curated non-public market deal sometimes requires a back-and-forth between purchaser and vendor groups earlier than a marketing campaign can start transacting.

VIOOH’s Vendor Agent is designed to take away that bottleneck by automating curated PMP deal creation in response to pure language marketing campaign briefs. In accordance with VIOOH, the product dealt with greater than 100 such incoming bundle requests throughout the primary six months of 2026 whereas working as a high-velocity managed service. That determine establishes a baseline for the size at which the know-how is already functioning, earlier than the deliberate transition to a self-serve mannequin.

Ludovic Menard, Chief Product Officer at VIOOH, described the issue the system was constructed to unravel. “We constructed our Vendor Agent to sort out the most important friction level within the lifecycle: the steps that occur earlier than a marketing campaign begins delivering,” stated Menard. “By combining superior conversational AI with our deep OOH knowledge and experience, we’re enabling digital patrons to answer deal bundle requests with unprecedented velocity and granular intelligence, from our personal UI, or the Mannequin Context Protocol (MCP) consumer of their selection.”

That reference to MCP is notable. The Mannequin Context Protocol – initially developed by Anthropic and subsequently donated to the Linux Basis – has turn out to be a typical connector between AI programs and exterior platforms throughout the programmatic promoting trade. PPC Land has tracked its adoption across advertising infrastructure throughout late 2025 and into 2026, with platforms together with AdRoll, PubMatic, FreeWheel, Yahoo DSP, and DoubleVerify all constructing MCP-based integrations for marketing campaign administration, deal diagnostics, and optimization workflows.

Technical structure: text-to-targeting

The Vendor Agent operates by means of a pure language engine. Consumers converse with the agent to share marketing campaign parameters and concentrating on standards, somewhat than filling out structured varieties or submitting handbook RFPs. The agent then handles advanced search and concentrating on workflows, together with geographic and proximity intelligence, and returns complete curated deal packages in what VIOOH describes as seconds to minutes.

The velocity differential issues virtually. A deal bundle that beforehand required a spherical of emails and a number of other working days of coordination can now be assembled algorithmically inside a single session. For patrons working throughout a number of markets concurrently – a state of affairs that has turn out to be extra widespread as VIOOH has expanded its provide footprint – that compression in turnaround time has direct operational implications for marketing campaign planning timelines.

The system additionally incorporates VIOOH’s proprietary artificial viewers indexing. Consumers can use this layer to focus on context-aware stock wherever on the earth, drawing on viewers intelligence alerts that transcend easy geographic and format parameters. In accordance with VIOOH, the structure is designed to be open and protocol-agnostic. The corporate plans to register its infrastructure with two rising trade requirements: AdCP (Agentic Promoting Communication Protocol) and AAMP (Agentic Promoting Market Protocol).

AdCP launched on 15 October 2025 with six founding members and is constructed on Anthropic’s MCP. AAMP is the umbrella agentic initiative that the IAB Tech Lab formally named on 26 February 2026, masking execution protocols, interoperability requirements, and an Agent Registry. Collectively, these two requirements are rising as the first frameworks by means of which AI brokers on the purchase and promote sides talk in programmatic promoting. VIOOH’s said intent to register with each alerts an method to interoperability that goes past proprietary tooling.

The broader context of seller-side AI brokers

VIOOH shouldn’t be the primary supply-side platform to construct a vendor agent. Magnite embedded a seller agent directly into its SpringServe platform in December 2025, finishing its first agentic promoting take a look at that month with Scope3 performing as the client agent counterpart. PubMatic launched AgenticOS on 5 January 2026, positioning it as infrastructure for autonomous promoting execution throughout linked tv and video stock.

What distinguishes VIOOH’s method is its channel specificity. The place Magnite and PubMatic constructed vendor brokers primarily geared toward CTV and show stock, VIOOH’s Vendor Agent is designed particularly for the dynamics of digital out-of-home – a format with distinct constraints round geography, proximity, bodily display screen environments, and viewers measurement that differ considerably from digital show or streaming video.

DOOH has lengthy introduced a selected problem for programmatic patrons as a result of the stock is inherently bodily and location-tied. A roadside billboard in central London operates below totally different concentrating on logic than a transit display screen in a subway station or a digital panel in a shopping center. Curating a deal bundle that assembles a number of environments throughout a market – or throughout markets – requires matching marketing campaign necessities to stock traits that don’t translate instantly from the taxonomies utilized in digital show promoting. The Vendor Agent’s pure language interface is designed to deal with precisely that complexity, translating a purchaser’s marketing campaign temporary into stock choices with out requiring the client to navigate DOOH-specific taxonomies manually.

Broadsign and Draft Digital ran the first reported fully agentic OOH campaign in May 2026, utilizing the AdCP protocol to execute a dwell marketing campaign for an advertiser referred to as Lot of Happiness. That marketing campaign concerned buy-side and sell-side brokers negotiating and finishing the transaction autonomously. VIOOH’s Vendor Agent addresses a special layer of the identical drawback – not transaction execution however deal bundle creation – and has now accomplished so at a quantity of greater than 100 briefs.

VIOOH’s provide place in 2026

The Vendor Agent’s sensible attain relies upon instantly on the stock VIOOH can draw on when assembling curated packages. In accordance with VIOOH, the platform at present trades programmatically in 37 markets and maintains partnerships with greater than 50 demand-side platforms globally.

The availability-side stock layer has grown considerably throughout 2025 and the primary half of 2026. VIOOH was launched in 2018, headquartered in London, initially as a JCDecaux-backed platform, and has since expanded into a big world SSP serving patrons and sellers in a premium market. The partnership with OUTFRONT, announced on 9 March 2026, linked greater than 7,600 digital screens and 18 billion month-to-month impressions to VIOOH’s platform – equal to roughly 25% of all the US DOOH market. That adopted the Vengo partnership from August 2025, which introduced 65,000 US screens and 13 billion month-to-month impressions to the platform, representing 9% of the US digital OOH market.

Extra just lately, VIOOH’s partnership with VENDO Media, announced on 12 May 2026, opened over 550 digital out of doors billboards throughout greater than 125 Canadian markets to programmatic patrons. In Europe, the JCDecaux Ireland partnership, announced on 24 February 2026, linked 288 screens masking 32% of the Irish digital out-of-home market. The Abode Media deal from 6 May 2026 added greater than 250 inside screens throughout premium residential buildings in London, Manchester, and Birmingham – a categorically totally different atmosphere from roadside or transit stock.

Every of those partnerships provides stock {that a} Vendor Agent can draw on when assembling curated deal packages. A purchaser asking for a UK-wide marketing campaign together with roadside, residential, and transit environments, for instance, now has significant provide throughout all three classes obtainable by means of a single SSP relationship.

What 100 briefs means in apply

The determine of greater than 100 curated deal bundle requests throughout H1 2026 is restricted sufficient to be significant, although it requires context. The primary half of 2026 covers a six-month interval from January by means of June. At that tempo, the Vendor Agent was processing deal bundle requests at a price of roughly 17 per thirty days on common – or a number of per week. For a managed service working inside a single SSP’s business relationships, that represents a significant quantity.

It’s value noting that the determine refers to bundle requests dealt with, not campaigns executed. A deal bundle request ends in a curated PMP deal being ready for a purchaser. Whether or not that purchaser then prompts the deal and runs a marketing campaign is a separate business query. The Vendor Agent’s function ends with deal bundle supply; activation and marketing campaign execution observe by means of customary programmatic workflows.

The upcoming transition to a self-serve mannequin in Q3 2026 is the extra important structural improvement. A managed service mannequin means VIOOH’s personal group is concerned in every interplay, even when the Vendor Agent is doing the heavy lifting. A self-serve mannequin permits patrons to work together with the Vendor Agent instantly – through VIOOH’s personal UI or by means of an MCP consumer of their selection – with out VIOOH’s group intermediating the method. If the quantity at managed service scale is already 100-plus in a half yr, the equal determine at self-serve scale would plausibly be a lot increased, relying on purchaser adoption charges.

Market context: curation and the PMP premium

The precise framing of “curated PMP offers” is significant for patrons monitoring the programmatic DOOH market. In accordance with VIOOH’s 2026 State of the Nation report, published 21 March 2026 and covered by PPC Land, programmatic DOOH is projected to characteristic in 48% of all campaigns globally inside 18 months – up from 34% over the previous 18 months. The report additionally discovered that choice for PMP offers is projected to climb from 30% in 2024 to 50% by 2026 throughout the US, UK, and France.

The curated deal mannequin combines the stock high quality and pricing certainty of a PMP with the operational simplicity of a single buying and selling relationship. For patrons assembling multi-market DOOH campaigns, the choice is negotiating particular person offers with particular person media homeowners throughout every market – a course of that multiplies the coordination burden in direct proportion to marketing campaign complexity. The Vendor Agent’s pitch is that it compresses that course of right into a conversational alternate.

That effectivity argument has structural significance for a way the SSP layer positions itself. The BVDW whitepaper on programmatic curation, published February 26 2026 and covered by PPC Land, distinguished classical curation – handbook placement choice, fastened offers, restricted scalability – from modern approaches utilizing AI-supported choice primarily based on knowledge and contextual alerts, dynamic and audience-specific PMP offers, and scalability by means of platform integrations. VIOOH’s Vendor Agent sits squarely within the second class, automating a workflow that classical curation would have dealt with by means of handbook negotiation.

For the advertising group, that is related past DOOH. The identical structural drawback – RFP friction as a bottleneck in deal-based shopping for – impacts premium digital promoting broadly. The applying of agentic AI to the pre-transaction levels of the programmatic lifecycle, somewhat than simply to optimization and reporting, is a sample that’s rising throughout a number of codecs and platforms concurrently. VIOOH’s 100-plus briefs determine gives one of many few publicly obtainable knowledge factors on the operational scale at which this sort of software is definitely functioning in a dwell business atmosphere.

Timeline

Abstract

Who: VIOOH, a London-headquartered premium world digital out-of-home supply-side platform launched in 2018, at present buying and selling programmatically in 37 markets with greater than 50 DSP partnerships globally.

What: VIOOH’s agentic “Vendor Agent” know-how automated the creation of curated PMP deal packages in response to greater than 100 premium deal bundle requests in the course of the first half of 2026, whereas working as a managed service. The software makes use of a pure language engine and proprietary artificial viewers indexing to return complete curated deal packages in seconds to minutes. A self-serve rollout is deliberate for Q3 2026, with deliberate registration below the AdCP and AAMP agentic promoting requirements. The platform additionally helps entry through MCP purchasers.

When: The announcement was made on 26 June 2026 on the Cannes Lions Worldwide Competition of Creativity. The 100-plus deal bundle requests have been processed throughout H1 2026, masking the interval from January by means of June 2026. The self-serve enlargement is focused for Q3 2026.

The place: VIOOH is headquartered in London. The Vendor Agent operates throughout VIOOH’s world programmatic DOOH provide footprint, spanning 37 markets. The announcement was made in Cannes, France, the place the Cannes Lions pageant runs from 22 to 26 June 2026.

Why: The upfront levels of programmatic DOOH offers – negotiation, RFP response, and deal bundle meeting – have remained handbook bottlenecks at the same time as programmatic infrastructure automated marketing campaign supply itself. VIOOH’s Vendor Agent targets this hole by automating curated deal bundle creation by means of conversational AI, decreasing what was a multi-day coordination course of to a session measured in seconds to minutes. The deliberate self-serve mannequin would prolong this functionality on to patrons with out requiring VIOOH’s managed service group to intermediate every request.


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