Kovva Launches AI Agents to Streamline Media Buying Processes

Kovva, a newly launched AI ad tech startup, aims to revolutionize media buying by automating tedious workflows that have long burdened buyers. The startup emerged from closed beta on May 18, 2026, driven by the need to ease operational pain points that often lead to inefficient processes.

The irony of programmatic advertising lies in its dual nature. While bidding processes are automated to the millisecond, the everyday tasks of managing campaigns remain largely manual. As Tanja Mimica, the COO and co-founder of Kovva, points out, "Inside of the platforms, it’s AI everywhere – but in between, buyers are still in spreadsheets for most of the day." This disconnect highlights the gap Kovva seeks to bridge, addressing the less glamorous yet essential aspects of media buying.

Kovva is focusing on automating the cross-platform chores that have resisted technological advancement. According to James Hassett, Kovva’s CTO and co-founder, "The idea is that a media buyer can delegate their workflows, and we’re concentrating on the ones that cause operational pain, the really tedious ones." By targeting these cumbersome tasks, Kovva aims to free media buyers from the drudgery of data management, allowing them to concentrate on more strategic initiatives.

The founding team behind Kovva brings extensive experience from PubMatic, where they previously worked together. Mimica and Hassett co-founded Martin, a demand-side platform (DSP) that PubMatic acquired in 2022. Following the acquisition, Mimica served as VP of Activate, while Hassett became VP of engineering at PubMatic. Their combined expertise in the ad tech sector positions Kovva to understand the pain points media buyers face.

Kovva’s focus on less glamorous work may seem counterintuitive in a space often captivated by advanced innovations. However, the founders believe that addressing these operational drags is crucial. As they note, "All of this operational drag really piles up," creating a significant burden for buyers who must navigate multiple systems and reconcile various reports.

As advertising technology evolves, Kovva's entry highlights a growing recognition of the need for efficiency in the media buying process. The startup's approach could signal a shift in how ad tech companies view automation, with an emphasis on reducing the manual workload many buyers encounter daily. With the backing of experienced founders and a clear vision for tackling operational inefficiencies, Kovva is well-positioned to make a meaningful impact in the ad tech industry.

Looking ahead, the challenge will be not only to implement these AI agents effectively but also to encourage media buyers to embrace this new technology. As Kovva continues to refine its offerings, its success may hinge on how well it can demonstrate the value of automating the less glamorous aspects of media buying.