Adzymic opens Singapore ad inventory to AI buyers

Adtech firm Adzymic is opening up premium advertising inventory in Singapore to AI buyers, as media owners begin experimenting with agentic technology to change how advertising placements are discovered, evaluated and bought.

Through its newly launched AgenX Sales Agent, authorised AI buyer agents can access advertising inventory across display, video, digital out-of-home (DOOH) and high-impact digital formats from media owners including Mediacorp, SPH Media, Stellar Ace and The Smart Local Media Group.

The launch marks the second release under Adzymic's AgenX suite, following the rollout of its Creative Agent, and taps into the company's Adzymic Premium Exchange (APX), a curated network of premium publisher inventory and rich-media formats.

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According to Adzymic, APX provides access to media reaching up to 90% of online audiences in Singapore, alongside DOOH networks reaching 85% of the country's population. With the Sales Agent, compatible AI buyer agents can discover and evaluate available placements and, where supported, execute media buys.

The move comes as agentic AI begins making its way into media planning and buying. Traditionally, advertisers have accessed inventory programmatically through supply-side platforms or directly from publishers through insertion orders, with the latter involving proposals and negotiations that can take several days.

Adzymic said using AI agents to handle parts of this process could reduce the time required from days to minutes, allowing agents acting on behalf of advertisers to identify suitable inventory and interact with publisher-side systems.

The Sales Agent is built on the Prebid Sales Agent foundation and incorporates Adzymic's publisher integrations, premium media network and commercial workflows.

It operates on the Ad Context Protocol (AdCP) while supporting Model Context Protocol (MCP) and agent-to-agent (A2A) protocols, allowing authorised and compatible AI buyer agents to interact with media inventory made available by publishers.

Speaking on the launch, Travis Teo, co-founder and executive director of Adzymic, said AI is changing both how advertisers execute campaigns and how publishers bring their inventory to market.

"By launching AgenX Sales Agent, we are connecting buyer and sales agents through open protocols, giving advertisers easier access to premium, context-rich media while helping publishers retain control and respond to revenue opportunities faster," said Teo.

Raj Parekh, head of growth and partnerships at Mediacorp, said the media company is exploring how AI-enabled buying tools can make its inventory more discoverable and accessible while maintaining the quality and brand safety expected by advertisers.

"As AI begins to play a greater role in how media is planned and bought, working with Adzymic's AgenX Sales Agent allows us to explore how AI-enabled buying tools can make our advertising inventory more discoverable and accessible to buyers, while preserving the quality, trust and brand-safe environments that advertisers expect from Mediacorp," he said.

Meanwhile, Alicia Luke, head of channel partnership at SPH Media, said ensuring publisher inventory is properly represented and accessible to AI buyers is becoming increasingly important as the advertising ecosystem evolves.

"We are constantly working with industry and adtech partners to ensure high-quality publisher media stays visible and valuable in an AI-driven environment. Ensuring our inventory is properly represented and accessed by AI buyers is a key step towards a modern, responsive, publisher-led marketplace," said Luke.

Michele Low Richards, assistant general manager, sales at Stellar Ace, added that OOH advertising could be particularly suited to agentic media planning because buying decisions are influenced by factors including location, audience movement and timing.

"At Stellar Ace, we are among the first to transform our media network by packaging our inventory in a way that buyers can have real-time, AI-powered info enabling them to find, evaluate and match with relevant OOH placements," she said.

The launch also builds on Adzymic's broader push into agentic advertising. Its AgenX Creative Agent, introduced earlier this year under a subscription-based "Agent as a Service" model, was designed to shift parts of digital advertising from manual workflows towards interoperable, agent-to-agent execution using open protocols.

The Creative Agent extends Adzymic's dynamic creative optimisation capabilities, generating interactive HTML and rich-media ads across formats, sizes and languages from a single campaign brief. It can also apply brand guidelines including typography, colour palettes and tone of voice across the resulting creative.

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