NBCUniversal, RPA, FreeWheel, Newton Research introduce agentic AI buying
January 6, 2026
NBCUniversal, independent agency RPA, FreeWheel, and Newton Research have 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 optimise a single premium video investment across platforms in seconds.
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,” 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.”
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 showcasing that agentic AI is part of the future of media buying, even for premium live sports content. We expect agentic AI collaboration to further automate the way inventory is bought and sold and we are on the leading edge of this revolution with FreeWheel, Newton Research and RPA,” said 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.” said John Hoctor, CEO and co-founder of Newton Research. “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.”
“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,” said Mark McKee, General Manager, FreeWheel. “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, one that is also a key part of FreeWheel’s new suite of advanced AI tools.”