AI Agents Are Taking Over NBCU’s Linear TV Buys

Linear TV’s direct-sold era may be nearing its end.

NBCU is testing agentic systems that can automatically activate campaigns across its entire portfolio – including live sports programming on linear TV and streaming video.

The initiative, in collaboration with indie agency RPA and AI analytics vendor Newton Research, uses ad server FreeWheel to execute the buys.

‍

Link to AdExchanger Article

‍