Press release
NBCUniversal, RPA, FreeWheel, and Newton Research Introduce Agentic AI Buying Across Linear and Digital for Premium Video
RPA and NBCUniversal Launch First Ever Cross-Platform Agentic Media Buy Powered by FreeWheel, NBCUniversal, and Newton’s AI Technology. NEW YORK--(BUSINESS
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[{"type":"text","content":"\nRPA and NBCUniversal Launch First Ever Cross-Platform Agentic Media Buy Powered by FreeWheel, NBCUniversal, and Newton’s AI Technology.\n\n\n NEW YORK--(BUSINESS WIRE)--\nToday NBCUniversal, independent agency RPA, FreeWheel, and Newton Research announced a partnership to introduce a breakthrough approach to buying premium video using agentic AI across both linear and digital. In a first-of-its-kind proof-of-concept, an agency can execute and optimize a single premium video investment across platforms in seconds, as illustrated in the video demo here.\n\nThis press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260106349597/en/\nNewton, NBCUniversal, and FreeWheel’s agents orchestrate cross-platform video buying and optimization in real time, spanning linear TV and streaming inventory across NBCUniversal’s vast portfolio. The result is a faster, smarter way to activate premium video that preserves human expertise while fundamentally reengineering media operations for an AI-driven future.\n\n\n“This partnership illustrates the potential of agentic AI to hyper-streamline strategic media intelligence and transactions in service of business outcomes,” said Jim Helberg, CEO, RPA. Helberg added, “By reengineering manual processes with operational efficiencies we are enabling greater human focus and expertise on key strategic and marketplace nuances.\"\n\n\nThe first execution will feature a prominent brand’s Q1 2026 investment, including premium placements such as live football playoff games. This marks a historic milestone as this is the very first time AI agents are automating live sports inventory on linear television.\n\n\n“NBCUniversal is proud to introduce agentic AI into the future of media buying alongside our partners at FreeWheel, Newton Research and RPA. This step forward will redefine how inventory is bought and sold, and what better place to start than within our live sports inventory. Together, we’re on the leading edge of innovation and this is just the beginning of how technology and premium content will transform the advertising industry,” said Mark Marshall, Chairman, Global Advertising & Partnerships, NBCUniversal.\n\n\nThis innovation demonstrates a real-world transaction powered by AI agent-to-agent collaboration, leveraging Model Context Protocol (MCP). On the ...