DPG Media continues to innovate: new AI-driven “Audience Discovery Agent” brings greater efficiency to manual target group selection
Following the successful integration of AI features into Ad Manager, DPG Media is today launching the Audience Discovery Agent: an AI tool that enables advertisers and media agencies in Belgium and the Netherlands to quickly identify the most relevant target groups for their manual digital campaigns. The solution is based on agentic AI and is compatible with the new Ad Context Protocol (AdCP), which makes direct purchases easier and future-proof.
Premium inventory for everyone
Since the launch of Ad Manager+ and the recent upgrade of Smart Studio, AI has become an integral part of DPG Media's offering. The ambition is clear: to offer advertisers and media agencies tools that enable them to set up effective digital campaigns. While Ad Manager is the platform that advertisers and media agencies can use for self-service purchasing, the new Audience Discovery Agent focuses on the direct purchasing route. The goal: to make direct purchases faster, smarter, simpler and more powerful.
DPG Media has a wealth of first-party data, ranging from socio-demographic insights to behavioural and purchasing data. This enables customers to advertise in a targeted manner on brands such as HLN, 7sur7, VTM, Qmusic and Bel RTL. This data is already available today via DPG Media's self-service platforms Ad Manager and Datalab. Until now, customers could already use this data for direct advertising purchases, but selecting and combining the right segments took a lot of time and knowledge.
‘Our goal is to make our rich first-party data as accessible as possible, regardless of the purchasing method,’ says Stefan Havik, CDO at DPG Media. "By launching the Audience Discovery Agent, we are removing the friction from manual purchases. We use AI in such a way that media agencies can make better use of our premium inventory. This gives every manual purchase the same data-driven support as our programmatic offering.‘
This is where the Audience Discovery Agent comes in. With this new innovation, customers no longer need to look up or review rate cards themselves. Instead, everything works on the basis of a simple prompt. The Agent analyses a briefing and compiles ideal target group combinations from more than 500 segments. In short, it's an integrated and intuitive way to use premium data for manual campaigns.
Standardised and now accessible from any AI platform
The Audience Discovery Agent is built for the future of ’agentic advertising". It is fully compatible with the new AdCP (Ad Context Protocol) and available from today to media agencies, digital agencies and advertisers in Belgium and the Netherlands. The agent can be used from any platform that supports connection to an MCP server, such as Claude Desktop, ChatGPT or workflow automation tools such as n8n, Zapier and make.com. After setting up the connection with https://adcp.dpgmedia.net/mcp, customers can simply chat and quickly select the most relevant target groups for their manual digital campaign.
The future of advertising: Audience Discovery Agent
With the launch of the Audience Discovery Agent, DPG Media continues to lead the way in the digital transformation of the advertising market. This scalable solution structurally strengthens local media and supports advertisers and media agencies in launching effective digital campaigns. This allows customers to focus even more on what really matters: launching impactful digital campaigns, regardless of the target audience, and doing so in an increasingly efficient manner.