Mediahuis and dentsu Benelux put agentic buying into practice for Albert Heijn World Cup campaign
Mediahuis, together with media agency dentsu Benelux and technology partner PubMatic, has launched an agentic advertising campaign around the World Cup for Albert Heijn. For this campaign, under the direction of dentsu Benelux, AI agents were used to support the buying process at Mediahuis. Existing buying and targeting principles were applied. This collaboration marks a first practical application of agentic buying within Mediahuis’ premium news media. The innovation lies in largely automating the process from campaign setup to reporting within one workflow, without compromising brand safety, context, or quality.
Dennis van Gorp, Team Lead Programmatic at Mediahuis: “As a premium publisher, we want to make innovation accessible to advertisers without compromising on quality and context. This campaign shows how agentic advertising can develop in practice.”
Ronnie van Briemen, Director of Trading at dentsu Benelux: “With the launch of this campaign, Mediahuis, dentsu Benelux and PubMatic are jointly taking a new step in the development of AI-driven advertising in the Netherlands. The parties expect agentic technology to play an increasingly important role in digital marketing and media planning in the coming years.”
Niels Stam, Country Manager BeNeLux at PubMatic: “This campaign marks an important milestone for digital advertising in the Netherlands. By combining PubMatic’s AgenticOS technology with the creativity of dentsu, the reach of Mediahuis and the innovative strength of Albert Heijn, we show how autonomous AI can make media buying more transparent, efficient and performance-driven. We are proud to lead this change together with such forward-thinking partners.”
