For BridgeFund, we developed a display campaign in which media is purchased automatically using agent-to-agent technology. The campaign was realized in collaboration with Scope3, VDS Publishers, and its adtech subsidiary Planet Nine Media.

From Traditional Buying to Agent-to-Agent Technology

The digital advertising market currently operates primarily through two models: Direct IO and programmatic.

• Direct IO offers transparency and control but is less scalable and requires manual processes.
• Programmatic offers scale and speed but operates through multiple technological layers. As a result, a significant portion of the budget is allocated to infrastructure rather than media.

The agentic model organizes this differently. Instead of an auction-based model, the demand and supply sides communicate directly with each other through structured data exchange. Negotiation and activation take place automatically based on predefined rules.

Working Media and Operational Efficiency

Within this campaign, the share of Working Media increased from approximately 70% to 94%. Concretely, this means that instead of around €0.30 per euro being allocated to technological intermediaries, approximately €0.06 is spent on infrastructure. About €0.24 per euro is therefore redirected toward actual media impact.

Additionally, a campaign can go live within approximately two hours, from briefing to activation. Whereas traditional buying processes involve multiple intermediaries and manual steps, this process is fully AI-driven.

Continuous Optimization

Importantly, optimization fundamentally changes. Because negotiation, activation, and adjustment take place continuously via agents, optimization can occur in real time based on context, performance, and price. This does not happen at fixed evaluation moments but continuously and at scale.

As a result, optimization can take place more deeply, faster, and more frequently than is possible within a traditional human-managed model. The operation shifts from campaign management to agent management.

How Does It Work in Practice?

On the publisher side, Planet Nine Media configures the Sales Agent. This agent makes inventory available, including contextual information, quality parameters, and pricing agreements.

The Buying Agent receives the briefing from BridgeFund, including target audience definition, contextual preferences, and performance criteria. Through AdCP, this is translated into a structured request. The Sales Agent evaluates this request and responds with suitable inventory, including contextual data and pricing agreements.

If necessary, the agents submit counterproposals based on predefined negotiation rules. Once agreement is reached, the media buy is automatically created and activated.

Within this model, no traditional DSPs or SSPs are used, and no open auction takes place.