The campaign was delivered for Skylink, part of Canal+, using what the companies describe as an agentic advertising approach
R2B2 has completed what it says is the Czech advertising market’s first purchase of digital advertising inventory carried out through autonomous AI agents, in a pilot project involving Omnicom Media, publisher MAFRA and television provider Skylink.
The pilot replaced traditional manual media buying processes with AI agents that identified inventory, negotiated terms and completed the transaction based on campaign requirements provided in natural language.
Pilot tests agentic advertising model
The campaign was delivered for Skylink, part of Canal+, using what the companies describe as an agentic advertising approach. Instead of using spreadsheets or manual negotiations, Omnicom Media interacted with an AI agent through ChatGPT, allowing the system to recommend inventory, negotiate with the publisher and complete the purchase.
The pilot used the Ad Context Protocol (AdCP), an industry standard designed to enable communication between advertiser and publisher AI agents. R2B2 acted as the sell-side agent, connecting the buying agent with MAFRA’s advertising infrastructure through its proprietary Model Context Protocol (MCP) gateway.
SaaS platform supports publisher integration
R2B2 said the platform operates as a cloud-based software-as-a-service offering with server-to-server integration, avoiding the need for client-side scripts and eliminating any impact on website performance.
Although the transaction process is largely automated, publishers continue to approve campaigns and creative assets before activation to maintain brand safety and existing approval processes.
Lukáš Alexandr, chief technology officer, R2B2: “Our goal was to create a secure, intuitive environment where both parties can operate seamlessly without disrupting established approval workflows.”
Jindřich Jiráček, head of performance, Omnicom Media: “We view agentic buying as the natural evolution of digital advertising. This technology has the potential to dismantle long-standing barriers between campaign briefing, inventory selection, and execution. It opens new frontiers for automation and collaboration while preserving the human strategic oversight that is vital for our decision-making.”
Pilot demonstrates AI trading potential
From the advertiser perspective, Skylink said the pilot demonstrated how AI could improve access to relevant inventory while maintaining oversight of campaign placement.
Tomáš Jelínek, acquisition marketing manager, Skylink: “At Skylink, we are continuously looking for new ways to reach relevant audiences more effectively while maintaining a high-quality media environment. We see the agentic buying pilot as an interesting step toward greater automation, faster work with available inventory, and more precise alignment of the campaign with the appropriate context. What is crucial for us is that even when using advanced technology, we maintain control over where and how our brand is displayed.”
MAFRA said the pilot confirmed its advertising infrastructure can support AI-driven transactions without affecting web operations.
David Korn, commercial director, MAFRA: “The pilot successfully verified our infrastructure’s readiness for AI agents, confirming that these automated transactions pose no risk to web operations.”
R2B2 said it plans to expand the platform by adding more publishers and further developing the technology.
Lukáš Alexandr: “Artificial intelligence and autonomous, agentic purchasing are the clear future of digital advertising. Publishers and advertisers alike need to prepare, as this method of trading ad space is poised to become the new market standard.”
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