VIOOH yesterday revealed that its agentic "Seller Agent" technology processed more than 100 premium digital out-of-home curated deal package requests during the first half of 2026 - a scale result achieved while the product still operated as a managed service, ahead of a planned self-serve rollout in Q3 2026.

The announcement was made at the Cannes Lions International Festival of Creativity on 26 June 2026 in London. According to VIOOH, the Seller Agent has been fully operational and is built specifically to automate the upfront negotiation and planning stages of programmatic DOOH transactions - the parts of the workflow that have historically required manual effort even when the delivery itself was automated.

The friction point this addresses

Programmatic infrastructure already handles the automated delivery and activation of DOOH ads on physical screens. But the stages that precede delivery - negotiating deal packages, responding to request-for-proposal briefs, assembling curated inventory selections - have remained largely manual. For fast-moving digital buyers working across multiple channels, this upfront overhead creates a significant bottleneck. Each curated private marketplace deal typically requires a back-and-forth between buyer and seller teams before a campaign can begin transacting.

VIOOH's Seller Agent is designed to remove that bottleneck by automating curated PMP deal creation in response to natural language campaign briefs. According to VIOOH, the product handled more than 100 such incoming package requests across the first six months of 2026 while operating as a high-velocity managed service. That figure establishes a baseline for the scale at which the technology is already functioning, before the planned transition to a self-serve model.

Ludovic Menard, Chief Product Officer at VIOOH, described the problem the system was built to solve. "We built our Seller Agent to tackle the biggest friction point in the lifecycle: the steps that happen before a campaign starts delivering," said Menard. "By combining advanced conversational AI with our deep OOH data and expertise, we are enabling digital buyers to respond to deal package requests with unprecedented speed and granular intelligence, from our own UI, or the Model Context Protocol (MCP) client of their choice."

That reference to MCP is notable. The Model Context Protocol - originally developed by Anthropic and subsequently donated to the Linux Foundation - has become a standard connector between AI systems and external platforms across the programmatic advertising industry. PPC Land has tracked its adoption across advertising infrastructure throughout late 2025 and into 2026, with platforms including AdRoll, PubMatic, FreeWheel, Yahoo DSP, and DoubleVerify all building MCP-based integrations for campaign management, deal diagnostics, and optimization workflows.

Technical architecture: text-to-targeting

The Seller Agent operates through a natural language engine. Buyers converse with the agent to share campaign parameters and targeting criteria, rather than filling out structured forms or submitting manual RFPs. The agent then handles complex search and targeting workflows, including geographic and proximity intelligence, and returns comprehensive curated deal packages in what VIOOH describes as seconds to minutes.

The speed differential matters practically. A deal package that previously required a round of emails and several working days of coordination can now be assembled algorithmically within a single session. For buyers working across multiple markets simultaneously - a scenario that has become more common as VIOOH has expanded its supply footprint - that compression in turnaround time has direct operational implications for campaign planning timelines.

The system also incorporates VIOOH's proprietary synthetic audience indexing. Buyers can use this layer to target context-aware inventory anywhere in the world, drawing on audience intelligence signals that go beyond simple geographic and format parameters. According to VIOOH, the architecture is designed to be open and protocol-agnostic. The company plans to register its infrastructure with two emerging industry standards: AdCP (Agentic Advertising Communication Protocol) and AAMP (Agentic Advertising Marketplace Protocol).

AdCP launched on 15 October 2025 with six founding members and is built on Anthropic's MCP. AAMP is the umbrella agentic initiative that the IAB Tech Lab formally named on 26 February 2026, covering execution protocols, interoperability standards, and an Agent Registry. Together, these two standards are emerging as the primary frameworks through which AI agents on the buy and sell sides communicate in programmatic advertising. VIOOH's stated intent to register with both signals an approach to interoperability that goes beyond proprietary tooling.

The broader context of seller-side AI agents

VIOOH is not the first supply-side platform to build a seller agent. Magnite embedded a seller agent directly into its SpringServe platform in December 2025, completing its first agentic advertising test that month with Scope3 acting as the buyer agent counterpart. PubMatic launched AgenticOS on 5 January 2026, positioning it as infrastructure for autonomous advertising execution across connected television and video inventory.

What distinguishes VIOOH's approach is its channel specificity. Where Magnite and PubMatic built seller agents primarily aimed at CTV and display inventory, VIOOH's Seller Agent is designed specifically for the dynamics of digital out-of-home - a format with distinct constraints around geography, proximity, physical screen environments, and audience measurement that differ substantially from digital display or streaming video.

DOOH has long presented a particular challenge for programmatic buyers because the inventory is inherently physical and location-tied. A roadside billboard in central London operates under different targeting logic than a transit screen in a subway station or a digital panel in a shopping mall. Curating a deal package that assembles multiple environments across a market - or across markets - requires matching campaign requirements to inventory characteristics that do not translate directly from the taxonomies used in digital display advertising. The Seller Agent's natural language interface is designed to handle exactly that complexity, translating a buyer's campaign brief into inventory selections without requiring the buyer to navigate DOOH-specific taxonomies manually.

Broadsign and Draft Digital ran the first reported fully agentic OOH campaign in May 2026, using the AdCP protocol to execute a live campaign for an advertiser called Lot of Happiness. That campaign involved buy-side and sell-side agents negotiating and completing the transaction autonomously. VIOOH's Seller Agent addresses a different layer of the same problem - not transaction execution but deal package creation - and has now done so at a volume of more than 100 briefs.

VIOOH's supply position in 2026

The Seller Agent's practical reach depends directly on the inventory VIOOH can draw on when assembling curated packages. According to VIOOH, the platform currently trades programmatically in 37 markets and maintains partnerships with more than 50 demand-side platforms globally.

The supply-side inventory layer has grown substantially across 2025 and the first half of 2026. VIOOH was launched in 2018, headquartered in London, initially as a JCDecaux-backed platform, and has since expanded into a large global SSP serving buyers and sellers in a premium marketplace. The partnership with OUTFRONT, announced on 9 March 2026, connected more than 7,600 digital screens and 18 billion monthly impressions to VIOOH's platform - equivalent to approximately 25% of the entire US DOOH market. That followed the Vengo partnership from August 2025, which brought 65,000 US screens and 13 billion monthly impressions to the platform, representing 9% of the US digital OOH market.

More recently, VIOOH's partnership with VENDO Media, announced on 12 May 2026, opened over 550 digital outdoor billboards across more than 125 Canadian markets to programmatic buyers. In Europe, the JCDecaux Ireland partnership, announced on 24 February 2026, connected 288 screens covering 32% of the Irish digital out-of-home market. The Abode Media deal from 6 May 2026 added more than 250 interior screens across premium residential buildings in London, Manchester, and Birmingham - a categorically different environment from roadside or transit inventory.

Each of these partnerships adds inventory that a Seller Agent can draw on when assembling curated deal packages. A buyer asking for a UK-wide campaign including roadside, residential, and transit environments, for example, now has meaningful supply across all three categories available through a single SSP relationship.

What 100 briefs means in practice

The figure of more than 100 curated deal package requests across H1 2026 is specific enough to be meaningful, though it requires context. The first half of 2026 covers a six-month period from January through June. At that pace, the Seller Agent was processing deal package requests at a rate of roughly 17 per month on average - or several per week. For a managed service operating within a single SSP's commercial relationships, that represents a meaningful volume.

It is worth noting that the figure refers to package requests handled, not campaigns executed. A deal package request results in a curated PMP deal being prepared for a buyer. Whether that buyer then activates the deal and runs a campaign is a separate commercial question. The Seller Agent's role ends with deal package delivery; activation and campaign execution follow through standard programmatic workflows.

The upcoming transition to a self-serve model in Q3 2026 is the more significant structural development. A managed service model means VIOOH's own team is involved in each interaction, even if the Seller Agent is doing the heavy lifting. A self-serve model allows buyers to interact with the Seller Agent directly - via VIOOH's own UI or through an MCP client of their choice - without VIOOH's team intermediating the process. If the volume at managed service scale is already 100-plus in a half year, the equivalent figure at self-serve scale would plausibly be much higher, depending on buyer adoption rates.

Market context: curation and the PMP premium

The specific framing of "curated PMP deals" is meaningful for buyers tracking the programmatic DOOH market. According to VIOOH's 2026 State of the Nation report, published 21 March 2026 and covered by PPC Land, programmatic DOOH is projected to feature in 48% of all campaigns globally within 18 months - up from 34% over the preceding 18 months. The report also found that preference for PMP deals is projected to climb from 30% in 2024 to 50% by 2026 across the US, UK, and France.

The curated deal model combines the inventory quality and pricing certainty of a PMP with the operational simplicity of a single trading relationship. For buyers assembling multi-market DOOH campaigns, the alternative is negotiating individual deals with individual media owners across each market - a process that multiplies the coordination burden in direct proportion to campaign complexity. The Seller Agent's pitch is that it compresses that process into a conversational exchange.

That efficiency argument has structural significance for how the SSP layer positions itself. The BVDW whitepaper on programmatic curation, published February 26 2026 and covered by PPC Land, distinguished classical curation - manual placement selection, fixed deals, limited scalability - from innovative approaches using AI-supported selection based on data and contextual signals, dynamic and audience-specific PMP deals, and scalability through platform integrations. VIOOH's Seller Agent sits squarely in the second category, automating a workflow that classical curation would have handled through manual negotiation.

For the marketing community, this is relevant beyond DOOH. The same structural problem - RFP friction as a bottleneck in deal-based buying - affects premium digital advertising broadly. The application of agentic AI to the pre-transaction stages of the programmatic lifecycle, rather than just to optimization and reporting, is a pattern that is emerging across multiple formats and platforms simultaneously. VIOOH's 100-plus briefs figure provides one of the few publicly available data points on the operational scale at which this kind of tool is actually functioning in a live commercial environment.

Timeline

Summary

Who: VIOOH, a London-headquartered premium global digital out-of-home supply-side platform launched in 2018, currently trading programmatically in 37 markets with more than 50 DSP partnerships globally.

What: VIOOH's agentic "Seller Agent" technology automated the creation of curated PMP deal packages in response to more than 100 premium deal package requests during the first half of 2026, while operating as a managed service. The tool uses a natural language engine and proprietary synthetic audience indexing to return comprehensive curated deal packages in seconds to minutes. A self-serve rollout is planned for Q3 2026, with planned registration under the AdCP and AAMP agentic advertising standards. The platform also supports access via MCP clients.

When: The announcement was made on 26 June 2026 at the Cannes Lions International Festival of Creativity. The 100-plus deal package requests were processed across H1 2026, covering the period from January through June 2026. The self-serve expansion is targeted for Q3 2026.

Where: VIOOH is headquartered in London. The Seller Agent operates across VIOOH's global programmatic DOOH supply footprint, spanning 37 markets. The announcement was made in Cannes, France, where the Cannes Lions festival runs from 22 to 26 June 2026.

Why: The upfront stages of programmatic DOOH deals - negotiation, RFP response, and deal package assembly - have remained manual bottlenecks even as programmatic infrastructure automated campaign delivery itself. VIOOH's Seller Agent targets this gap by automating curated deal package creation through conversational AI, reducing what was a multi-day coordination process to a session measured in seconds to minutes. The planned self-serve model would extend this capability directly to buyers without requiring VIOOH's managed service team to intermediate each request.