NBCU, FreeWheel, Carat and Newton launch agentic buying for streaming TV

AdExchanger reports that NBCUniversal, FreeWheel, Dentsu’s Carat and Newton launched custom buying agents pairing identity and audience data to recommend NBCU inventory against advertiser outcomes, with an unnamed luxury retailer as first user.

Why it matters. If outcomes-based agentic buying spreads, advertisers risk optimizing CTV spend for short-term results at the expense of brand-building investment.

Signal from adexchanger.com · read the original.

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