AI-Powered Media Collaboration: Yahoo DSP, Locality, RPA, and Newton Research Deliver Smarter, Diversified Video Investment
AI-Powered Media Collaboration: Yahoo DSP, Locality, RPA, and Newton Research Deliver Smarter, Diversified Video Investment
Newton AI Agent-to-Agent Collaboration allows independent agency RPA to Reengineer Media Operations.
Boston MA - January 7, 2025 - Newton Research and Independent Agency RPA are expanding their piloting of an AI-driven media operations solution with two new partners: Yahoo DSP, and Locality, a leader in local media. As illustrated in the video demo here.
“This expansion removes operational friction that increasingly has the potential to influence where investment flows, enabling RPA to easily engage the most impactful publishers for each campaign and allow our human teams to focus on our strategic expertise in service of our clients' business outcomes.” Lisa Herdman, SVP Executive Director Video Investment and Marketplace Intelligence, RPA.
Newton Research enhances RPA with expert media workflows built on core audience and performance modelling. Its agents and workflow blueprints deliver reliable, data-driven solutions for teams.
Yahoo DSP takes a flexible and interoperable approach to Agentic AI, enabling Newton to bring their agentic solutions into the platform through secure Model Context Protocols (MCPs) and access Yahoo DSP tools. This integration allows RPA to seamlessly activate PG campaigns in Yahoo DSP more efficiently. The approach is designed to reflect how modern advertisers operate, combining proprietary tools with platform intelligence, while maintaining transparency, governance, and control at enterprise scale.
As part of the collaboration, Locality enables agent-to-agent interaction between RPA and Locality’s Audience Engine, allowing AI-driven requests to surface market-level insights and audience-informed video plans that flow directly into existing execution workflows.
“As agentic buying gains momentum across the industry, this collaboration shows how AI can be applied in practical, scalable ways,” said Steve Silvestri, Head of Data Strategy and Innovation at Locality. “By enabling AI-driven access to local audience intelligence, we’re helping reduce planning friction and support more diversified, high-quality video investment. This partnership demonstrates how agentic approaches can strengthen marketplace partnerships without compromising transparency or control.”
“Agentic AI is at the heart of the Yahoo DSP, and interoperability and flexibility are core to that vision. We’re investing in agentic AI solutions that enable partners like Newton and RPA to innovate by bringing their own agentic logic into the platform for supercharged, tailored collaboration. Whether through agent-to-agent interaction or integration via MCP, our goal is to empower partners to customize where and how their agents can deliver the greatest impact” - Adam Roodman, GM of Yahoo DSP
“We are thrilled to power a simpler buyer–seller workflow that leaves more time for partnership strategy," said John Hoctor, CEO and co-founder of Newton Research. “Through this partnership, RPA gains two major benefits, intelligent agentic logic and streamlined collaboration with key media partners.”
About Newton Research
Newton Research uses intelligent agents to make marketing analytics affordable and scalable. Founded by a team of successful media analytics entrepreneurs, the company provides brands, agencies, publishers, data companies, and tech companies with multi-agent systems capable of handling complex marketing analytics tasks. Trained on real use cases with the ability to be completely customized, Newton’s agents learn and improve over time. Companies unlock the insights in their own data and gain access to Newton’s integrated data partners to quickly and easily perform end-to-end analytics on demand. For more information, visit newtonresearch.ai.
About RPA
RPA, headquartered in Santa Monica, CA, is a leading independent full-service advertising agency whose “what” is delivering business results that truly matter to their clients. RPA’s “how” is with respect. The agency believes treating people (especially their Associates and their clients) and creativity with respect is essential to delivering tangible, long-term growth. RPA has a proven track record of building brands while building businesses into positions of category leadership and has been rewarded with many long-term client relationships thanks to their culture of respect and results. RPA’s client list includes American Honda, ampm, Apartments.com, ARCO, Farmers Insurance Group, Homes.com, La-Z-Boy, Southern California Edison, TXU Energy, and Resorts Worldwide. For more information, visit http://www.rpa.com.
About Locality
Locality is the industry's preeminent local television solutions provider, wholly owned by One Equity Partners and committed to addressing the evolving needs of advertisers by unlocking the power of local and driving dollars to the local video marketplace. Locality brings together the best talent in both broadcast and streaming helping brands tap into the mindset of the local consumer and precisely reach optimal markets. Having served more than 6,000 advertisers to date, Locality offers the best premium inventory that the industry has to offer, helping brands optimize their spend and target audiences at scale with access to over 600 streaming and broadcast partners. Locality's team operates from 11 locations across the U.S. designed to strategically service 100% of all DMAs. For more information, please visit www.locality.com.
About Yahoo
For more than 30 years, Yahoo has served as a trusted guide for hundreds of millions of people globally through its portfolio of iconic products. For advertisers, Yahoo delivers omnichannel solutions and powerful data to reach audiences with confidence and drive meaningful results.
