January 06, 2026
Today 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.
Newton, 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.
"This partnership illustrates the potential of agentic AI to hyper-streamline strategic media intelligence and transactions in service of business outcomes. By reengineering manual processes with operational efficiencies we are enabling greater human focus and expertise on key strategic and marketplace nuances."
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Jim Helberg, CEO, RPA
The 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.
"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."
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Mark Marshall, Chairman, Global Advertising & Partnerships, NBCUniversal
This innovation demonstrates a real-world transaction powered by AI agent-to-agent collaboration, leveraging Model Context Protocol (MCP). On the sell side, FreeWheel and NBCUniversal are deploying AI sales agents for digital and linear respectively, while Newton Research has designed and implemented buy-side agents with RPA.
"Newton’s intelligent agents, in partnership with FreeWheel and NBCUniversal’s, enhance RPA’s media operations process in analytics, driving efficiencies across media strategy, audience insights, investment, and measurement. Alongside humans, Newton’s agents interoperate and collaborate with other agents, data and technology companies to create a cohesive intelligence standard for RPA which will ultimately be used for the full campaign planning, execution and measurement loop."
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John Hoctor, CEO and co-founder of Newton Research
"Historically, delivering ads live isn’t easy, especially with large scale events like sports. Now, with our launch of true agentic buying - including for the most premium video inventory, live sports- something that seemed unimaginable just a short time ago is real, marking a milestone for FreeWheel, NBCUniversal, Newton Research, and RPA, as well as the industry. From product development to campaign execution, AI has the potential to fuel CTV’s evolution into an automated, outcome-oriented channel. This first-of-its-kind solution is a fundamental step on this journey."
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Mark McKee, General Manager, FreeWheel
