DanAds, a global leader in self-serve advertising technology, and Sigma Software, a leading technology consulting and software engineering company, today (25th June, 2026) jointly announced the launch of the Sales Agent for Publishers, a new solution that enables trusted agentic advertising through the Ad Context Protocol (AdCP).

The solution launches with theScore and RTL AdAlliance, the European sales house of RTL Group, as its first publisher customers, bringing agentic advertising capabilities into real-world publishing environments. As part of the launch, RTL AdAlliance has introduced a seller agent on its AdManager platform, providing agentic access to its European Total Video inventory. Through this seller agent, buyers using AdManager by RTL AdAlliance can seamlessly transact via autonomous buyer agents, enabling trusted agent-to-agent advertising transactions.

The Sales Agent introduces a new architectural layer to DanAds’ self-serve platform, designed to support emerging agent-to-agent commerce while preserving the integrity, flexibility, and operational maturity of existing publisher workflows. Built natively on AdCP - an open protocol for structured advertising transactions between autonomous agents - the solution enables publishers to participate in the next generation of automated media trading without replacing or reengineering their current systems.

Combining DanAds' expertise in self-serve advertising technology with Sigma Software's deep experience in scalable enterprise architecture and AI-native systems, the companies established a direct mapping between DanAds' existing inventory model; including taxonomy, packaging logic, and permissions and AdCP protocol primitives. This approach ensures continuity of the publisher experience while enabling interoperability with any AdCP-compatible Buyer Agent.

As a result, the Sales Agent functions as a true extension layer: publishers continue to define and manage inventory exactly as they do today, while that same inventory becomes immediately discoverable and purchasable by autonomous buying systems. The integration is seamless by design, requiring no disruption to established workflows and no compromise of existing platform capabilities.

A defining principle of the implementation is a per-publisher deployment architecture. Each DanAds publisher operates a dedicated Sales Agent instance, fully isolated with its own endpoint, scoped buyer relationships, and self-contained configuration environment. 

"Agentic advertising only works if it’s built on a deterministic, production-grade foundation. With the Sales Agent, we were able to map DanAds’ existing inventory and permissioning model directly onto AdCP primitives without breaking established workflows. That continuity was critical - it means publishers can adopt agentic commerce without re-platforming or introducing operational risk." - Peo Persson, CCO & co-founder at DanAds.

This design preserves DanAds’ established permissioning framework, extending it into the agentic layer without alteration. Governance, access control, and operational safeguards remain consistent across both human-driven and agent-driven transactions, ensuring continuity of control in automated environments. 

To support real-world commercial complexity, the system incorporates configurable human-in-the-loop approval mechanisms. These can be activated at defined control points, such as onboarding new agentic buyers or approving package-level transactions, allowing publishers to balance automation with oversight according to their own policies.

"What makes this implementation significant is the foundation it stands on. DanAds has been running publisher ad infrastructure for over a decade, and that maturity is exactly why the platform maps so cleanly onto AdCP. With that mapping in place, agents can step into workflows that used to require manual, self-serve steps and carry them out automatically, using AdCP to interact directly with the platform. That combination of proven infrastructure and new agentic capability is where the real value lies." -  Katherine Tuluzova, CEO at Sigma Software.

Sigma Software

Sigma Software Group is an AI-native global engineering and consultancy company building the systems enterprises will run on tomorrow. We don't help businesses decide whether to adopt AI, we engineer the AI-native organisations that come after adopti...

More about Sigma Software »

Powered by PressBox