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Acheron builds ad infrastructure for AI chat agents

Acheron, a new adtech initiative from Bielefeld-based Boola GmbH led by Jörg and Kay Schneider, is developing an advertising infrastructure for chat- and AI-agent interfaces. The planned product comprises three modules: an SDK that analyzes user prompts with NLP and converts contextual signals into OpenRTB-compatible data; an ad server to connect demand via PMPs and direct deals focused on the supply side; and a Seller Agent intended to communicate with Buying Agents via the Ad Context Protocol (AdCP) for future agent-to-agent trading. Early direct integrations into chat environments are reportedly in testing, but Acheron has not disclosed partner names. The company aims to bridge existing programmatic demand (OpenRTB, deals, PMPs) with emerging agentic AI interfaces while addressing targeting and brand-safety concerns specific to conversational UIs.

Frank Vogel to Lead Marketing for RTL and Sky

Frank Vogel, currently Managing Director of the Ad Alliance, has assumed overall responsibility for the marketing and commercial sales of RTL Deutschland and Sky Deutschland effective June 1, 2026. He will also oversee international marketing for the RTL AdAlliance and RTL’s AdTech investments (smartclip, Yospace, SQL Service). Vogel reports to Stephan Schmitter, CEO of RTL Deutschland. Stéphane Coruble remains CEO of RTL AdAlliance, while Martin Hoberg will lead the AdTech participations as Chief International AdTech Officer. To support the Sky integration, Iris Plach and Matthias Trott have been appointed Managing Directors of Sky Media and will report to Vogel. The move follows RTL’s acquisition of the German-language Sky business and aims to align TV, streaming and digital advertising offerings for advertisers and agencies.

Adform Opens Platform to AI Agents via MCP

Danish AdTech vendor Adform has made its programmatic platform accessible to external AI tools and agent workflows by exposing platform functions through a Model Context Protocol (MCP) server. Advertisers and agencies will be able to interact with Adform via applications such as ChatGPT, Claude, Microsoft Copilot or proprietary AI solutions. Adform says more than 800 platform functions will be available through the new access, spanning planning, forecasting, optimization, troubleshooting and reporting. The move aligns with a broader industry trend where multiple AdTech firms (including Welect, Stackadapt, Smartclip, Criteo, Dentsu, Pubmatic and The Trade Desk) are enabling agentic interfaces to programmatic systems.