"NBCU is testing agentic systems that can automatically activate campaigns across its entire portfolio - including live sports programming on linear TV and streaming video. The initiative, in collaboration with indie agency RPA and AI analytics vendor Newton Research, uses ad server FreeWheel to execute the buys. Are we headed for a world in which buy-side agents communicate directly with sell-side agents to set up campaigns? Yes, according to NBCU and its partners. Because campaign activation happens within the ad server, an agentic approach removes the need for DSPs and SSPs."
"But even if that vision is still a ways off, an agentic model saves agencies time by automating the email-and-spreadsheet-based grunt work of campaign setup, said Lisa Herdman, SVP and executive director of video investment and marketplace intelligence at RPA. And agents can also help with bigger-picture campaign planning tasks, she said, while reducing ad tech fees, which is "super important" from a media efficiency perspective."
NBCU is piloting agentic systems that automatically activate campaigns across its linear and streaming inventory, including live sports. The pilot partners include indie agency RPA and AI analytics vendor Newton Research, with FreeWheel executing buys. Because campaign activation occurs inside the ad server, the agentic approach can bypass traditional DSPs and SSPs. The approach automates manual email-and-spreadsheet campaign setup, saves agency time, assists with higher-level planning, and reduces ad tech fees. The first major campaign using this system is scheduled for Q1, placing a major brand’s ads during NBCU’s NFL playoff coverage.
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