Bedrock Platform, the next-generation media buying platform built for the AI age, today (24th February, 2026 ) announced the beta release of Pathfinder. Pathfinder is Bedrock’s new agentic LLM-powered planning and buying module for CTV and high impact formats, built to bring order to an increasingly chaotic media landscape. 

Designed to give independent agencies and their brands more control and agility, it unifies fragmented supply into a single activation workflow, so teams can focus on strategy instead of wrestling with complexity.

Pathfinder uses rich semantic and contextual signals to understand environments, audiences, and moments, transforming broad briefs into precise, high-intent opportunities. Instead of chasing impressions across multiple platforms, buyers can discover and assemble curated paths that unify audience and brand goals. 

“In a post-identity world, signals, context, attention, recency, engagement, and outcomes tell the real story. Pathfinder represents the first step toward a future where signal quality is valued over the number of signals available. A world where decisions are made on trusted, reliable data points instead of noise,” said Manuel Ponce De Leon, agentic product lead, Bedrock Platform.

“We didn’t just build a smarter search bar; we built a new architecture for agency work. You define the “what” your business objective is and Pathfinder handles the “how” across discovery, monitoring, and execution. It’s a shift from buyers as data janitors, manually stitching spreadsheets, to leaders of progressively autonomous, always-on teams optimising every client investment.”

At the heart of Pathfinder are audience streams: signal-enriched, tuned supply connections continuously evaluating signals for content, context, and audience to maximise outcomes. This strengthens buyer trust, and surfaces opportunities that would otherwise be hard to find or too complex to negotiate at scale. 

Bedrock is revolutionising how media buyers interact with data and inventory to drive better outcomes and consider the non-linear paths and multi-touch influence across any screen making campaigns flow naturally.

"The ad tech industry has spent the last decade building pipes; the next decade will be defined by the intelligence flowing through them. With Pathfinder, we’re not just adding another tool to the stack - we’re building the multi-agent operating system that the modern programmatic trader demands,” said Shane Shevlin, CEO, Bedrock Platform.

“Agentic AI absorbs the heavy lifting of deduplication and signal reconciling, and shifts the industry beyond the chaos of fragmentation, allowing human buyers to get back to what they do best: high-level strategy and storytelling. This is about empowering teams to stop chasing impressions and start curating high-intent paths that actually drive business outcomes."

Bedrock’s Pathfinder is solving the complexity of CTV buying with discovery, forecasting, and activation seamlessly; the first in a multi-agent operating system designed to deliver both efficiency and effectiveness for independent agencies and media buying teams.  

There are many challenges within the buy-side programmatic workflow realm that remain unresolved. The Bedrock product team is committed to bringing additional agents online across the first half of 2026 to address these as part of a multi-agent system.

Bedrock Platform

The Bedrock Platform team brings a proven track record of building cutting-edge programmatic technology tailored for disruptive business models. Leveraging our deep expertise in market dynamics and emerging trends, we consistently craft innovative so...

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