NBCUniversal, FreeWheel, and Carat Partner to Test AI Agents in CTV Ad Buying
· 3h ago · Originally reported by AdExchanger
NBCUniversal, FreeWheel, Carat, and research firm Newton are collaborating on an agentic media-buying initiative for streaming television. The partnership aims to deploy specialized AI agents to help brand marketers optimize their connected TV investments and manage upfront commitments more effectively.
Why it matters
As connected TV spending grows, media companies and agencies are exploring autonomous software to automate complex negotiation and planning workflows that used to take days of manual work.
Explain it like I’m new here
Instead of people spending hours negotiating and placing TV commercials, smart software bots are teaming up to book and manage the ad spots automatically.
Read the original at AdExchanger
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
SSP (supply-side platform)
An SSP (supply-side platform) is software that publishers use to sell their ad inventory automatically to many buyers, running auctions and managing prices, deals and quality controls.
Agency
An agency is a company that plans, buys, creates or manages advertising on behalf of advertisers, in exchange for fees, commissions or a margin on the media it buys.
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