DanAds & Sigma Software launch AI agent for advertising sales
DanAds and Sigma Software have launched Sales Agent for Publishers, an AI-based solution that automates digital advertising sales via autonomous AI agents.
What happened?
DanAds and Sigma Software have co-developed Sales Agent for Publishers. This AI-driven solution allows publishers to automate digital advertising sales through autonomous AI agents. The technology is built on the Ad Context Protocol (AdCP), an open protocol designed for structured transactions between AI agents.
Key facts
| Produkt | Sales Agent for Publishers |
|---|---|
| Lanseringsdatum | 15 juli 2026 |
| Teknologi | AI-agenter, Ad Context Protocol (AdCP) |
| Första kunder | theScore, RTL AdAlliance |
”DanAds och Sigma Software presenterar Sales Agent for Publishers en ny AI-baserad lösning som gör det möjligt för publicister att automatisera digital annonshandel genom autonoma AI-agenter.”
”Lösningen bygger på Ad Context Protocol (AdCP), ett öppet protokoll för strukturerade transaktioner mellan AI-agenter, och gör det möjligt för publicister att erbjuda sitt annonsutrymme direkt till autonoma köpsystem – utan att behöva förändra befintliga arbetsflöden eller annons”
”De första kunderna är theScore och RTL AdAlliance, RTL Groups europeiska annonsförsäljningsbolag. RTL AdAlliance har implementerat en säljaragent i sin AdManager-plattform som gör det möjligt för AI-drivna köparagenter att köpa annonsutrymme inom bolagets europeiska videoerbjudan”
Why it matters
The new AI agent aims to increase efficiency in advertising sales by allowing publishers to offer inventory directly to AI-driven buying systems without modifying existing workflows. Positioned atop DanAds' existing self-service platform, it facilitates the connection between publisher inventory and AI buyers. This marks a shift towards greater automation and interoperability within the digital advertising market.
Who is affected?
Publishers such as theScore and RTL AdAlliance are among the first to implement the solution. Key stakeholders include adtech firms, media companies, and any entities involved in buying or selling digital advertising space. Developers in the AI and advertising sectors are also directly affected by these standardised protocols.
Impact on the EU
RTL AdAlliance, one of the early adopters, has implemented the sales agent for its European video offering. This indicates that the solution is immediately available and highly relevant for the European market.
What else you should know
The solution integrates with publishers' existing ad systems and requires no restructuring of current processes, lowering the barrier to adoption.
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