Direct Booking Engines and Agentic Standards Reshape Programmatic Video Buying
Pontiac Intelligence CEO Keith Gooberman has proposed 'direct booking engine' (DBE) as a new category term for evolved demand-side platforms offering low take rates and direct supply integration. Additionally, Yahoo DSP is launching an 'agent network,' and WPP is collaborating with Disney, Netflix, and Fox to draft agentic video standards for CTV.
Key Takeaways
- The DBE classification includes platforms like Pontiac Intelligence, Universal Ads, and Viant characterized by lower take rates than Google DV360.
- SSP-originated direct-to-advertiser tools like Magnite ClearLine and PubMatic Activate are being grouped under the emerging DBE umbrella.
- WPP, Disney, Netflix, and Fox are drafting standardized protocols for 'agentic' video buying to govern automated CTV transactions.
- Yahoo DSP is expanding its automation capabilities via the launch of a new 'agent network' for buyers.
- Index Exchange has introduced Index Cloud, further blurring the lines between traditional SSP and buyer-direct infrastructure.
Why It Matters
The reclassification of DSPs into Direct Booking Engines reflects an industry-wide push to reduce 'ad tech tax' and bypass the high overhead of legacy auction-scanning platforms. For streaming giants like Disney and Netflix, co-authoring agentic standards with WPP ensures they maintain control over premium inventory while embracing the shift toward AI-driven, autonomous purchasing. This transition suggests a bifurcation in the market between general-purpose DSPs and high-efficiency, direct-to-supply engines. Success depends on whether these lean platforms can provide the sophisticated frequency capping and measurement buyers expect from more expensive legacy suites. Watch for the initial release of the WPP-backed agentic standards to see how they resolve cross-platform identity or creative specifications for CTV.
Additional Context
The push for bypass-style buying tools follows a period of intense scrutiny regarding programmatic transparency. Per Jounce Media in early 2026, direct-to-SSP paths accounted for nearly 18% of premium video spend as buyers sought to avoid the 20% to 30% fees often associated with traditional demand-side infrastructure. This trend accelerated after the ANA’s programmatic transparency report, which highlighted that only 36 cents of every dollar reached the consumer. Companies like Magnite and PubMatic have capitalized on this by launching ClearLine and Activate respectively, which allow agencies to buy inventory directly from the source without an intermediary DSP, effectively mirroring the DBE model Gooberman identifies. Simultaneously, the move toward agentic standards reflects the rapid integration of large language models and autonomous agents into media planning. In April 2026, Forrester reported that 45% of agencies were testing 'agentic' workflows to automate routine optimization tasks that previously required manual intervention. WPP’s partnership with Disney, Netflix, and Fox is a strategic attempt to ensure these autonomous agents can interact with the unique metadata and compliance requirements of premium long-form video. This follows a similar initiative by the IAB Tech Lab in late 2025 to update OpenRTB protocols for better AI compatibility, suggesting that the infrastructure for the next generation of video advertising is being built on interoperability and minimized intermediary friction.
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