Dutch media company Talpa Media has completed the Netherlands’ first advertising campaign executed entirely through agent-to-agent communication, marking a significant step toward automating media trading.
The pilot campaign, created for fintech brand BridgeFund, was carried out in collaboration with Draft Digital, Scope3 and Springserve, and powered by Talpa Media’s AI infrastructure, Sync.
Rather than relying on emails, calls, and manual coordination, AI agents handled the entire transaction — from initial request and negotiation through to booking in the ad server.
During the process, Scope3’s buyer agent, acting on behalf of Draft Digital, communicated directly with Springserve’s seller agent, representing Talpa Media.
Based on campaign objectives, audience criteria and available online video inventory, the agents negotiated pricing and availability autonomously. Once approved, the online video campaign was automatically activated and is now live across Talpa Media’s digital video network.
Agent-to-Agent Trading
Talpa Media introduced Sync at its Connecting the Dots event last year, positioning it as an open, AI-powered hub that connects data, propositions and innovations directly with partners’ systems. While Sync’s Shared Intelligence component focuses on insights and optimisation, this new agentic capability automates the operational layer between supply and demand.
The move comes as media agencies increasingly deploy AI agents to streamline their own workflows. By enabling direct agent-to-agent communication, Talpa aims to remain deeply integrated in that evolving ecosystem — reducing friction, accelerating transactions and limiting manual intervention.
Human oversight remains in place: final campaign activation is reviewed by a campaign manager, and Talpa continues to adhere to existing data and privacy standards.
For Talpa Media, this first deal is only the beginning. The initial focus is online video, but the next phase will extend agentic trading across its full portfolio — linear and digital — signalling what partners describe as the start of a new era in Dutch media buying.
