Observed Signal · Sep 21, 2026 · Product Launch · Source: Meedia · Impact: 4/5 · Sentiment: Positive
AI & Programmatic Market: BCN and PubMatic connect publisher signals directly to programmatic deals
At DMEXCO, BCN introduces its 'Signals Agent', an AI system that makes over 1,500 audience and contextual signals accessible via natural language. In collaboration with PubMatic, selected signals can be directly converted into bookable programmatic deals. The agent's data basis includes over 80 million profiles with consent from more than 50 premium domains, offering over 900 audience segments and 600+ context categories. The agents communicate via Model Context Protocol (MCP) and Ad Context Protocol (AdCP) to autonomously create PMP deals, reducing manual setup and negotiation time to minutes. Policies and brand safety are checked automatically. This marks the first direct agent-to-agent implementation in the German advertising market.
Major technical advancement in agentic advertising bridging publisher data with programmatic activation, first direct agent-to-agent implementation in German market.
Key Takeaways & Evidence Grounding
- BCN launches 'Signals Agent' at DMEXCO, providing access to 1,500+ audience and context signals via natural language.
- PubMatic integrates with the agent to automatically create and activate targeted PMP deals.
- The system accesses over 80 million consented profiles from 50+ premium domains.
- More than 900 audience segments and 600+ context categories are available.
- Communication between agents uses MCP and AdCP protocols.
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