France, 25 June 2026 – Unveiled at Cannes Lions 2026, Displayce, a technology suite specialising in DOOH, is launching a suite of AI agents accessible via MCP, designed to transform the planning, activation and analysis of Digital Out-of-Home campaigns. In doing so, the company is introducing a new category: Agentic DOOH, in which specialised AI agents contribute directly to media decision-making, from the initial brief and inventory curation through to post-campaign analysis.
This announcement builds on Displayce’s pioneering position in programmatic DOOH for more than ten years, as well as its recent industry recognition, including the Grand Prix Stratégies de l’IA 2026 and the Technology Company of the Year title at the UK Media Leader Awards.
DOOH enters the era of agentic systems
As AI gradually transforms marketing workflows, DOOH is still often integrated into media plans at a late stage, after the main budget decisions have already been made. Displayce aims to move this entry point forward. The objective is to make DOOH accessible from the earliest strategic planning stages, enabling agencies and advertisers to generate, compare and substantiate media scenarios in minutes rather than days.
The platform draws on more than ten years of programmatic expertise and a specialist infrastructure of proprietary audience, mobility, contextual and inventory data. This data powers agents capable of interpreting a brief, producing actionable recommendations and explaining the rationale behind them.
At the heart of this approach, Displayce is opening its platform to the main AI environments used by media agencies. The agents can therefore be integrated directly into assistants such as ChatGPT or Claude through MCP, the Model Context Protocol. The ambition is clear: to make DOOH a native component of the agentic environments used to design, recommend and optimise media investments.
“DOOH is still too often treated as an execution channel. We want to turn it into a decision-making lever from the campaign design stage,” said Laure Malergue, CEO of Displayce.
Three agents to support media decision-making
Displayce’s agentic suite is built around three specialised agents designed to orchestrate media decisions.
The first transforms a brief into actionable media plans. Based on a brief written in natural language and using Displayce’s data platform, the agent generates a written and visual recommendation within minutes. This includes a selection of programmatically available screens aligned with the brand’s budget, positioning and objectives. This process is currently largely manual and dependent on local expertise.
The second agent analyses campaign performance and identifies the factors driving effectiveness. It translates DOOH results into narrative reports that agencies can edit, reducing the time spent on manual analysis. This allows teams to refocus their time on demonstrating the value of DOOH to advertisers through the insights generated.
The third agent is designed for the sales teams of media owners. It automatically transforms targeting strategies developed by experts into editable sales presentations that are ready to be used and presented by commercial teams. Drawing on Displayce’s data expertise and the analysis of previous campaigns, it generates an AI-powered sales narrative adapted to the context of each pitch, replacing static materials with agency-focused presentations.
A market moving towards the industrialisation of agentic AI
According to Gartner, 60% of brands are expected to use agentic AI systems by 2028, signalling rapid adoption beyond the experimentation stage. At the same time, the advertising ecosystem has begun to structure this transition at several levels. In 2026, the IAB Tech Lab launched the Agentic Advertising Management Protocol, or AAMP, an initiative designed to standardise the use and interoperability of agents across advertising workflows. Meanwhile, major communications groups such as Publicis are developing their own offerings to support brands through this evolution.
In this new environment, value no longer lies solely in access to advertising inventory, but also in the ability to transform specialist data into actionable recommendations for media teams and their own AI agents.
Displayce intends to position itself within this intelligence layer. By combining its long-standing programmatic DOOH expertise, its proprietary data ecosystem and its specialised agents, the company aims to make digital out-of-home media natively accessible within the future agentic workflows of agencies, advertisers and media owners. Displayce nevertheless emphasises one key point: these agents are not intended to replace media teams, but to strengthen their ability to analyse, explore and make decisions.
“We believe that the future of AI in advertising does not lie in autonomous systems operating as black boxes, but in agents capable of bringing greater understanding, transparency and intelligence to media decisions,” concluded Hayssam Soueidan, CTO of Displayce.
